9. The PROCESS of Marketing - Piquing Seeking Quality Seeking Commitment Seeking Features Seeking Price Seeking Convenience
10. The PROCESS of Marketing - Engagement Seeking Quality Seeking Commitment Seeking Features Seeking Price Seeking Convenience GOOD Content elevates the PIQUE to ENGAGEMENT
12. The PROCESS of Marketing Seeking Quality Seeking Commitment Seeking Features Seeking Price Seeking Convenience
13. Business School: AIDA Principle A ttention: I nterest: D esire: A ction: Attract the attention of the customer Create customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising Convince customers that they want and desire the product or service and that it will satisfy their needs Lead customers towards taking action and/or purchasing Takeaway: Don’t think about why they should use it, why can’t they stop using it?
15. Get Found and Get on Top! “ Sam’s Pizza” ranks 15 th down on page 153 “ Sam’s Pizza” pays $300 per mo to appear in a rotating ad on page 2 @SamsPizza on twitter appears 3 rd down on page 1 “ ORGANIC” Google figures out how relevant you are and ranks you accordingly “ PAID” You pay Google to appear closer to the top “ AFFILIATED” Join Social Media, use consistent keywords, appear on page one.
16. What it Looks Like – Search CISCO ORGANIC AFFILIATED PAID (PPC)
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20. PUT Your Words EVERYWHERE! Printed Materials Meta and Header Tags of your Website (backend) Social Media Usernames Social Media Profiles Website Body Text Social Site Updates and Content What Are Your Words??? Image Tags (backend) Link Text
22. Marketing happens with Vehicles I FOUND IT (?) CONTENT Seeking Quality Seeking Commitment Seeking Features Seeking Price Seeking Convenience Your Business Website
23. Traditional Vehicles are the New Media Phone Book and Mail TV & Radio Advertising Physical Proximity Print Advertising Family, Friends, Teacher’s Association, Softball Team Word of Mouth
24. Old is New – Phone Book and Mail Phone Book and Mail Search Engines and Email
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26. Old is New – TV & Radio TV & Radio Advertising TV & Radio Advertising
27. The Stickier the Better! A website is sticky if visitors stay for a long time. The better the content and features, the longer and more often visitors stay. Search Engine Online Game Site Not sticky Super Sticky!
28. Old is New – Physical Proximity Physical Proximity Geolocation & Local
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30. Old is New – Print Advertising Print Advertising Web Advertising
36. New Media are the Traditional Vehicles Search Engines and Email TV & Radio Advertising Geolocation & Local Web Advertising Social Networks Sharing | Viral | Influence
37. Preparation and Results Preparation Results Same amount of upfront work and planning as you would for old marketing Same level of results with old marketing, half the time and budget Takeaway: Marketing is Marketing, even with Technology Want to hear about my new product?
45. It ain’t Marketing if it ain’t Measurable You can stay motivated and understand where you are being successful by setting goals and measuring your progress!
49. How many clicks does it take? Your Web Site Social Media Site World Wide Web $$$$$$$$$$
50. How Convertible is Your Site? What is your product or service? How many steps for me to purchase? Is it clear how I begin doing business with you? Can I fan, follow or receive updates from you?
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Notes de l'éditeur
As we get started today, we want to recognize the partners who helped to make this learning available to you. These companies have partnered with SCORE, the SCORE Foundation, the Small Business Administration and the Federal Communications Commission to create training and tools to help you be successful. All these organizations have volunteered significant resources, to help you understand how technology can assist you in achieving your business goals.
We have 45 MINUTES and we’re going to try to talk about social media, SEO and getting people to buy stuff on your website. I’m superhuman, but I ain’t that superhuman. Take notes and bring your specific questions to the roundtables. My goal today is that you can get your arms around ONE thing to take home and do well. You’ll get a second by reviewing course materials afterwards.
Social Media is Not Free Social Media is Not Magical Social Media takes Work I can do social media Social Media is Simple If I do the planning, I can be a rockstar Who here came to learn about social media? I have bad news. I’m not actually a social media expert. Was that what you were expecting? Yeah. Sorry but that’s not what you got. Who here came to learn about making your business more successful? Alright. (Make people cheer) Who can get behind that idea? Super! Well then YOU people are in the right place. I am a strategic business planning expert – I help companies use technology to make their business processes better, faster and more efficient. So if you’re going to sit in my seminar, you aren’t learn about any snake oil charms, you’re going to learn things you can take home and DO to make your business more successful today. Be really clear – I am NOT going to navigate the nuances of the new timeline in facebook. Because that actually doesn’t MATTER. Not one bit. Knowing how to use that doesn’t make you more money. Period. Knowing how to use technology to reach your customers and turn them into sales does. The rest is just details.
This is why you’re on social media. We’re here to make money. Yep, that’s why it’s business! Good Reasons 7-10 exposures Go viral – get sharable potential The model is changing – if you don’t get on the boat, you miss the boat Expand your reach – retail infrastructure is there, why not add 20% more sales via web? Attract an online shopper, convert to a in person shopper (not as likely to go the other way) Real time feedback on products and preferences Ride the wave of an affiliated movement (go local, go green, vegan, recycled, artists etc) What are Your Reasons Increase people Increase sales Increase awareness Figure it out, commit to it.
Failure of most social media campaigns is a failure to market, not a failure of technology. So we’re going to focus on the marketing and I’m going to teach you a little technology – enough to make you dangerous.
Marketing is the CULLING of the audience to your product or service. Step one. ARE THEY SEEKING? Example: Mothersware – sending me diaper samples because I bought a gift card. NOT SEEKING. What a waste of resources and they wonder why it didn’t work. NOT CULLING WELL ENOUGH. You aren’t throwing away the ones who are NOT SEEKING, you just aren’t MARKETING TO THEM. You’ll SELL to them but you aren’t MARKETING TO THEM. Got that?
Step two: So culling is about telling the right people you exist – finding the seekers. PIQUING creates a DESIRE in them for you. Knowing is not the same as wanting. I know you don’t have a crystal ball so you can’t possibly know what they want. Biggest #FAIL – thinking price drives everyone. Competitive analysis – do not weave these things into your message unless you can actually stand out. Know what your competition is doing. Matching your PIQUE to the type of SEEKERS – no one seeking product w customer service in this example. This is where you have to market what you’re good at. You can’t be all things to all people – you have to market what you’re good at.
The Pique becomes the basis of your content – on both the website and in all the places you market Content creates engagement
ENGAGED people BUY Gives you the runway for the right amount of “touches” This is called CONVERSION Prospect becomes a Customer CONVERSION is how you measure the return on a marketing investment.
Step 1: Pan for gold – separate out the SEEKERS Step 2: Pique interest – make your product or service appealing in a personal way Step 3: Engage interested seekers – begin to create a relationship Step 4: Repeat the cycle until conversion Step 5: Create a place where interested seekers who are ready to buy can do so easily
To understand the nature of consumers behavior, we will turn to a principle that explains how and why customers behave in the ways that they do. This principle is known as AIDA. In 1898, E. St. Elmo Lewis created a model called the AIDA model to help salespeople to follow a four-layered process to get buyers or customers to accept a new idea or to purchase a product. This AIDA model is still used today.
I hate this term. It sounds scary. I always reality check techno-ese against my 85 year old grandfather who I taught to sell stuff on ebay. This would be scary. I prefer to call this – getting found. Let’s start there. For those of you that have all this done already, then you can talk techno-ese, but for the rest of us, first things first.
These “organic” searches appear in each social media site too. Facebook’s EDGERANK
Organic results are listed on search engine results pages that appear because of their “relevance” to the search items. Organic results are not paid advertisements. To appear naturally, you have to be RELEVANT When you modify your web pages to improve the Organic Search results, this is commonly known as Search Engine Optimization, or SEO.
Index: WHO HERE THINKS GOOGLE SEARCHES THE INTERNET? NO! Google searches their own database so if you don’t exist in their database, you won’t be found. You amp up your ability to appear in their database by registering your site with them, buying advertising with them or building a strong relationship with someone already indexed, like facebook. Affinity and Relevancy: This is how the system tallies your popularity vote. When you get an inbound link, a like, an engagement Google/Facebook considers it as that website or user has voted for you, so higher the number of unique and relevant (anchor text and voting website content somewhat matching to your blog/webpage topics) votes, higher is the rank that you can expect. Weight and Trust: But you should remember, every vote is not equal, it isn’t like democracy! The more popular the voter, the better your score. oogle gives more value to pre-established web pages or domains i.e. which do exist from a bit long time as they have a good Trust Rank in Google. This trust is built over a long period of time so more important is how consistent and how stable are you with your website. Time Decay and Frequency: This is about content going stale and how often you are pushing relevant content that engages users. Obviously Facebook Marketers strive for high EdgeRank, to increase their visibility in the news feed. With the new hybrid news feed, this means getting your updates marked as ‘Top Stories’. However, with a minimum threshold this adds another layer of pressure. It now becomes a necessity to get your update to ‘Recent Stories’ before worrying about cracking in as a ‘Top Story’. In effect, this creates 2 thresholds for an object on Facebook (both a high & low threshold): Does it have enough EdgeRank to reach the ‘Recent Stories’ feed? Does it have enough EdgeRank to be marked as a ‘Top Story’?
Delicate - Be specific enough to differentiate yourself from the crowd but be general enough to be found . Formulating keywords for a travel agency: Travel Adventure Travel Elvis Cruises for Seniors This is the same science that – ADWORDS - is built upon (and monetizes!)
What are your words – UNIQUE and ORIGINAL (COMMIT!) What would people type into your search engine. Custom Art: Décor vs. Pictures for my Walls At the top of the coding window, you will see some text that says “meta” or something like that. This is where you will find the keywords that are listed for this webpage. In this example, you can see that the keywords are “dog grooming”, “dog grooming tips”, and “grooming your dog.” Looking at what keywords are being used to search for what you have to offer is a great way to come up with keywords that work for you and your business. Let’s take a moment for you to come up with a list of 15 keywords that your prospective customers might use to find your site.
Meta tags are coding that is inserted onto a webpage so that keywords or key phrases can be found by search engines. A meta tag’s sole function is to provide relevant data to search engines so that search inquiries will match with search results. Header tags will help to link the search words visitors will use to search for whatever they are looking for, and those search words should align with your header tags. Keep the important keywords at the top of your body text. This will help with giving your website more prominence in the search results. Frequency refers to the number of times you used your keyword on the page.
You already know how to do marketing – so I’m going to spend some time associating the things you don’t know (new media) to things you already know.
Also called “Channels” A VEHICLE is the way CONTENT – that really interesting stuff that makes people sit up and notice reaches the masses so they can be culled, piqued and engaged. A VEHICLE is also the way that engaged seekers looking to buy get to your website where they translate into money.
We identify the seekers by using vehicles to get them to you.
Who thinks this is a way to market YOUR business? Direct Mail Response Rates: Direct Mailings received by the average person each year 270, Direct Mail that is thrown away unopened 44%, Direct mail that is ultimately discarded 93%, Consumers opting to remove their names from mailing lists 3 million. Average “Conversion Rate” 2.61%. (source: conversionmultiplier.com) Avg conversion rate for email is 4% (Source: fireclickindex.com) 1000 piece of mail is 3 responses; 1000 pieces of email is 4 responses. NO MAGIC. IT’S THE SAME. OLD IS NEW. AAAAAAA appliance repair is now keywords
You need to MANAGE this – the better content you put up, the better you look, If you’re ignoring the web, you are dependent on what other people put up. Google your name, your business name, affiliate/employee/partner names, your url. YOUR facebook or twitter may be PERSONAL but we can still see your public profile picture! If you are an accountant and I google your name, instead of your firm name and your facebook pic popped up… Case study: Holistic healer w/very unique name Google reveals MANY scathing reviews of local hospitals, businesses, doctors. How many people would keep looking for her site after that? Go back to the original site the bad information is on to get it removed. Free Listening Tools – Monitor your Online Reputation Google News Alerts (google.com/alerts) – Email updates on the latest Google results (Web, news, etc.) for a specific search topic. Google Blog Search (blogsearch.google.com) – Searches only blogs for mentions on your topic in the same format as a regular Google search. Keotag (keotag.com) – Enter the tag you are interested in and it will search all major social media tools and display the results. Technorati Search (technorati.com/search) – The search function allows you to get details about blogs, including authority and background information. The advanced feature lets you define the search with specific tags or URLs. Addictomatic (addictomatic.com) – Searches the live sites for the latest news, blog posts, videos and images. Twitter Search (search.twitter.com) – Enter a search topic, and it will pull all the current tweets that have mentioned that topic. How Sociable? (howsociable.com) – A way for you to begin measuring your brand’s visibility on the Web. Get on the actual social media site and use their search capability You already exist on these sites if you have a physical location Don’t jump in without listening Rush to get something poorly done up there - no coming soon please Slam or slander others Be deceitful - this is false advertising that’s really easy to prove Make it all about you and what you have to offer Delete negative comments Be a spammer Quit too soon Let your accounts go stagnant
Who thinks this is a way to market YOUR business?
Who thinks this is a way to market YOUR business?
Who thinks this is a way to market YOUR business?
Pay per click (PPC) is bid on your words. Google gets paid if your word appears in a search engine and people click the link to go to your site. Set yourself up on Google Places and they’ll send you a $100 coupon to get started – you can work from a $50 budget each month. Not the only kind of web advertising - Advertising traffic results from spending money to put a link on a website other than your own with the intent to gain traffic to your website from it.
Who thinks this is a way to market YOUR business? Who here has sold a product to a friend or family member or someone you knew personally? If you haven’t talked to a friend, family member or someone you knew personally, would you just call them up and say, hey, it’s me – buy something? Of course not, because there is no ENGAGEMENT there. And without engagement, there is no conversion.
People like good information and will refer good information. It ENGAGES. I have a client who runs a travel business catering to high schoolers and he has a website (and free classes) on travel safety for teens. Guess how he finds most customers? It’s REPUTATION building, just in a slightly different way. Take the skills you’ve used to build a great brick and mortar business and apply it to your fans on the web. People are people, no matter how they arrive at your doorstep.
Who thinks this is a way to market YOUR business? This is the one it’s very difficult to CREATE – it just has to be effected or catalized by being remarkable in your business. Seth Godin’s book empire is built on how to make this happen.
Most of the people who are engaged enough to get to your website probably won’t buy the first time OR customers who already bought need to keep being courted by you. Keeping the relationship hot and heavy requires that you maintain it. To do that, you need information.
Anybody here ever try to lose or gain weight? Ever try to do it without getting on a scale? How hard would it be if you couldn’t decide if you wanted to LOSE it or GAIN it. What do you want? Commit to What You Want and You have a good chance to get it. “ Increase Brand Awareness” – yeah, I don’t speak marketer, I speak money – so WHAT DO YOU WANT TO DO? SALES: Online Orders BEFORE vs. AFTER new campaign Number Incentives Returned or Coupons Redeemed Integrate some feedback into the order process (How did you hear about us?) LOYALTY: Number people subscribing to your feed, your mailing list Communication Frequency: often, good, regular content and special deals to make a purchase TRAFFIC: How many people visited your website daily/weekly/monthly BEFORE and AFTER? How many from ads, facebook, partner sites? You can use www.google.com/analytics POPULARITY/RELEVANCE: How many friends/fans/followers do you have? Are they relevant to your business? Would they buy from you, are they in your industry? Which pieces of content were the most popular (# comments) etc Have a goal to increase # comments, # of “likes”
EVERY VEHICLE, Communication channel or marketing channel should take people to your WEBSITE. Once on your website, they should be taken to the point of sale, not back out into a communication channel
Your website can be an actual website or your facebook forum or your blog or even your twitter page. Many of these can serve the purpose of a website so long as a user can easily become a customer when they arrive there. Having your own website is invaluable so if you can stretch it into your marketing budget, web designers are a dime a dozen on craigslist nowawdays….
You may cater to the walkin customer – but don’t snub the one that wants the convenience of purchasing in their living room! Would you deliver for the customer standing in front of you? Why wouldn’t you do the same for the web transaction?
Understanding where traffic comes from can help you make decisions about your website. Are you targeting a specific subset of traffic, or trying to achieve the most from each one?
