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Which Marketing Channels Should You Use, and Why? (Series: Digital Marketing Tips for the New (Or Old!) Business Owner 2020)

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Which Marketing Channels Should You Use, and Why? (Series: Digital Marketing Tips for the New (Or Old!) Business Owner 2020)

Some of the most commonly used marketing channels include websites, social media, email marketing, search engine optimization, content marketing and pay per click advertising. While these are all highly effective, they aren’t necessarily the best fit for every business, especially for the business that’s just getting started. Upon completion of this episode, the business owner will have a better understanding of the challenges and benefits associated with each of these marketing channels. They will also be able to more clearly understand whether or not each channel is a good fit for their marketing mix.

To listen to this webinar on-demand, go to: https://www.financialpoise.com/financial-poise-webinars/which-marketing-channels-should-you-use-2020/

Some of the most commonly used marketing channels include websites, social media, email marketing, search engine optimization, content marketing and pay per click advertising. While these are all highly effective, they aren’t necessarily the best fit for every business, especially for the business that’s just getting started. Upon completion of this episode, the business owner will have a better understanding of the challenges and benefits associated with each of these marketing channels. They will also be able to more clearly understand whether or not each channel is a good fit for their marketing mix.

To listen to this webinar on-demand, go to: https://www.financialpoise.com/financial-poise-webinars/which-marketing-channels-should-you-use-2020/

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Which Marketing Channels Should You Use, and Why? (Series: Digital Marketing Tips for the New (Or Old!) Business Owner 2020)

  1. 1. 1
  2. 2. 2 Practical and entertaining education for attorneys, accountants, business owners and executives, and investors.
  3. 3. Disclaimer The material in this webinar is for informational purposes only. It should not be considered legal, financial or other professional advice. You should consult with an attorney or other appropriate professional to determine what may be best for your individual needs. While Financial Poise™ takes reasonable steps to ensure that information it publishes is accurate, Financial Poise™ makes no guaranty in this regard. 3
  4. 4. Meet the Faculty MODERATOR: Joshua Lyons - Owner of Joshua Lyons Marketing, LLC; Co-Founder of CRE Marketing Group PANELISTS: Alyssa Gelbard - Point Road Group Linda Zappulla - KU/UMKC Bill Schick - Mesh Interactive Agency 4
  5. 5. About This Webinar - Which Marketing Channels Should You Use, and Why? One of the most important marketing decisions a business owner can make is regarding the marketing channels they choose to use. Whether it be pay-per-click advertising (PPC), social media marketing (SMM) or something else, what are the best marketing channels to be used? Choosing where to invest the marketing budget should be done carefully and strategically. In this second episode of the webinar series, we explore the most popular digital marketing channels and provide insights on each one. Upon completion of this episode, business owners and entrepreneurs should have a greater understanding of the various marketing channels available to them and have a better idea of where best to invest their marketing dollars. 5
  6. 6. About This Series - Digital Marketing Tips for the New (Or Old) Business Owner 2020 Approximately 83,300 small businesses in the United States are closed every year because of ineffective marketing. This indicates many business owners are unknowledgeable of how to leverage the power of marketing. While this is unfortunate, it is not surprising. There are countless marketing companies trying to sell their services, and these services range from billboards, to social media marketing, to telemarketing and more. Though these marketing tactics can be very effective, improper planning can lead to failure. As such, this webinar series is designed to educated business owners on how to prepare, execute and refine their own customized marketing initiatives. After finishing this webinar series, the business owner should have a much clearer and strategic plan for their own marketing. Each Financial Poise Webinar is delivered in Plain English, understandable to investors, business owners, and executives without much background in these areas, yet is of primary value to attorneys, accountants, and other seasoned professionals. Each episode brings you into engaging, sometimes humorous, conversations designed to entertain as it teaches. Each episode in the series is designed to be viewed independently of the other episodes so that participants will enhance their knowledge of this area whether they attend one, some, or all episodes. 6
  7. 7. Episodes in this Series #1: Marketing First Steps: Planning, Budgeting & Hiring Premiere date: 1/22/20 #2: Which Marketing Channels Should You Use, and Why? Premiere date: 2/19/20 #3: You're Ready to Start Marketing. Now What? Premiere date: 3/18/20 7
  8. 8. Episode #2 Which Marketing Channels Should You Use, and Why? 8
  9. 9. What Are Marketing Channels? • A business will only be successful when it is able to attract customers or clients. In order to do this, it’s crucial the business owner market their services. However, creating great promotional ads and content will not be beneficial unless the content is seen by the intended target audience. The means used to disseminate marketing related content is called a marketing channel. There are many forms of marketing channels through the internet. Below are some examples: 9  Websites  Search Engine Optimization  Pay-Per-Click Advertising  Social Media Marketing  Email Marketing  Video Marketing
  10. 10. What is Content Marketing? • Content marketing is the very strategic use of creating valuable content and presenting this content to a target audience with the intention of influencing them to take a specific action. Practically speaking, business owners need to make their target audience realize they need the products or services of the business. But, what content should be shared to convey this information to the target audience? This information should be carefully crafted and presented to the target audience through various marketing channels. Blogging, social media, videos and infographics are not content marketing per se. However, each of these channels should use a well-defined content marketing strategy to effectively drive the target audience to become a lead or a sale. 10
  11. 11. What is Content Marketing?  Websites / Search Engine Optimization (SEO): When prospective customers or clients do a Google search, they are looking for quality content. As a result, websites are partially ranked based on the quality of the content they publish. Additionally, the likelihood of successfully moving a website visitor through the marketing and sales funnel will be largely dependent upon how well the content on the website is presented.  Pay-Per-Click (PPC) Advertising: When someone clicks a PPC ad, the page they land on needs to have great content. This content needs to be designed to quickly drive the website visitor to take a specific action. Also, the PPC ad itself needs to be carefully crafted to increase the chances of influencing people to click it. 11
  12. 12. What is Content Marketing?  Social Media Marketing: The success of a social media marketing campaign will be heavily dependent upon the content marketing strategy for this platform. In fact, one of the greatest reasons many social media marketing initiatives fail is because of a lack of strategic content strategy planning or execution.  Email Marketing: Understanding how email marketing fits into the marketing plan is critical. Along with this, what types of email campaigns should be used and how does content marketing play a role in this? These are important questions that should be considered prior to launching any email marketing campaign. 12
  13. 13. Marketing Channels: Websites • Websites are one of the most foundational elements to any marketing plan. While it’s certainly possible to conduct business and promote services or products without a website, having a website is typically more beneficial. Here are a few points for consideration about having a website:  Having a website significantly increases the credibility of a business, which leads to more leads and more sales.  A website can answer questions asked by your prospective clients or customers. If you aren’t answering their questions, someone else is.  A website doesn’t have to be expensive and can be upgraded to include greater functionality in the future, as needed. 13
  14. 14. Marketing Channels: Websites  There are many resources available for creating free or inexpensive websites. WordPress, Wix and Weebly are examples of this.  Aside from website design and development, which can be done with free resources, website hosting and domain expenses can cost as little as $100 per year.  While free resources will possibly work for some businesses, they are often limited in terms of features and functionality. For more complex websites it’s usually best to hire a designer or developer. And keep in mind that “you get what you pay for” hold true in with website development and hosting services. 14
  15. 15. Marketing Channels: Websites • Business owners should do the following, prior to hiring a website developer:  Understand the difference between a website designer and a website developer.  Look at recommendations from past website development clients.  Look at past projects. Recommendations are good, but make sure the style and functionality match up with what you’re looking for in a website developer.  Be sure the developer can complete your website within a reasonable timeline.  Have a clear expectation of costs, based on your specific needs and scope of work.  Make sure the prospective developer has good communication skills. This can be very important. 15
  16. 16. Marketing Channels: Search Engine Optimization 16 • While having a website is a foundational piece of most marketing plans, just launching a website doesn’t mean the site will easily be found on Google. One of the greatest misconceptions of business owners is that when a website goes live it will suddenly start acquiring traffic from search engines like Google. That’s where search engine optimization (SEO) comes in. SEO is the practice of making websites rank better in search engines (Google, Bing, Yahoo, etc.). • All SEO marketing work can be split into two categories. These include on-site SEO and off-site SEO. This is also called on-page SEO and off-page SEO. The following slides will provide more information about these two types of SEO.
  17. 17. Marketing Channels: Search Engine Optimization • On-Site SEO is any SEO related activity that takes place on the actual website that is needing to rank higher on search engines. Some of these activities include the following:  Publishing high quality content. This usually takes place through the creation of product pages, service pages, news articles and blog posts.  Use internal linking. In other words, make it so your various pages and blog posts link to each other.  Include keyword-specific meta titles and meta descriptions. When doing a Google search, there will be a list of results. Each result has a title (in blue font) and a description (in black font). They should be specified by the website owner and include specific words that are designed to help the website rank higher in search results. 17
  18. 18. Marketing Channels: Search Engine Optimization  Be sure to use Alt text for all images. This should be done for both SEO purposes and for ADA compliance. If an image doesn’t have Alt text, and the image doesn’t load, it’ll show a little X in the image area. If Alt text is present, there will be a description of the image, rather than an X.  Have a website that loads quickly. This helps with SEO and with user experience.  Make sure your website is mobile-friendly. Again, this is important for both your rankings on search engines and for user experience.  Have a website audit done to make sure links are not broken and everything is functioning correctly.  Install an SSL certificate on your website. 18
  19. 19. Marketing Channels: Search Engine Optimization • Off-site SEO is all SEO activity conducted in places other than on the website that’s being worked on. As a general rule, the more high-quality backlinks acquired, the better. A backlink is when one website links to another website. Here are some off-site SEO examples:  Setting up and managing a Google My Business listing for the business.  Adding business information and website links to online business directories.  Creating business profiles on social media websites.  Publishing guest blog posts on quality websites, with backlinks to your website.  Making sure the business’ name, address and phone number are consistent across the internet. 19
  20. 20. Marketing Channels: Pay-Per-Click Advertising 20 • While SEO is used to make a website rank well on Google and other search engines, it can take some time to see good results. Even when a website is ranking well on Google, it isn’t necessarily going to dominate the Google search results. And that’s where pay-per-click (PPC) advertising comes in. • PPC allows the business owner to show ads at the top of Google, or in other places, at no cost. However, whenever someone clicks the ad, there will be a cost for that click. There are several places where PPC ads can be displayed. The most common places are in search results, on third-party websites and on social media. The next slides will go into more detail about this.
  21. 21. Marketing Channels: Pay-Per-Click Advertising • Search Advertising: As discussed with SEO, a business owner can make their website rank well on Google and this is certainly beneficial. However, to expedite this, it’s possible to pay Google directly to have better rankings. This can be done through a variety of platforms. Perhaps the most famous is the platform called Google Ads. Through this platform, business owners can setup ads that will be displayed when someone does a keyword search. For example, if we want someone to visit the Financial Poise website, we can create an ad that will show up if someone searches Google for “business tips for entrepreneurs.” 21
  22. 22. Marketing Channels: Pay-Per-Click Advertising • Display Advertising: PPC ads can be seen in places other than Google search results. Again, through Google Ads, campaigns can be created and set to display on other third-party websites. For example, someone might do some online research about purchasing a new iPhone. Then, after their research is complete, they might visit another website and see an ad promoting iPhones for sale by Apple, Best Buy, Verizon or some other company. This was done through display advertising. The ads were triggered by what the person was interested in and their past searches. 22
  23. 23. Marketing Channels: Pay-Per-Click Advertising • Social Advertising: Social media websites have incredible amounts of data about their users. As such, they can be extremely successful at targeting ads to specific audiences. For example, a business can easily target their ads based on age, location, gender, interests and other demographic information. While this is different from display advertising, it is similar in that an ad is targeting someone based on their interests and is often placed in a newsfeed or on the side of the social media website, in an area designated for displaying ads. 23
  24. 24. Marketing Channels: Pay-Per-Click Advertising • Here are some general tips for consideration regarding PPC advertising:  Before you start running ads, be very clear and intentional about your PPC goals and how you will track success.  For search ads, be sure to target the keywords that are most likely to generate results.  Be sure to regularly review performance and add or remove keywords as needed.  Make sure your ads follow best practices and are designed to convert.  Consistently run A/B tests to refine and improve your ads.  Create landing pages that are designed to move the website visitor, who clicks your ad, through a marketing and sales funnel.  The average cost per click will be around one or two dollars. 24
  25. 25. Marketing Channels: Social Media Marketing 25 • Social media marketing is one of the easiest marketing channels for a business owner to get started with. The only cost is the time needed to create the accounts and get everything set up. However, there are still best practices and challenges associated with social media marketing. Here are some tips:  Don’t create social media profiles if they will not regularly be managed. Many businesses will setup a social media account, add a few posts, and then let the social media account go dormant. This can hurt the credibility of the company. If a social media account will be created, make the time to maintain it.  Follow best practices for post frequency. On some social media platforms it’s fine to post multiple times a day. On others, it’s definitely not good to post that much.
  26. 26. Marketing Channels: Social Media Marketing 26  Become familiarized with best practices for using hashtags and “mentioning” other social media users.  Don’t get suspended! Many businesses and new marketers will join a social media platform to start marketing their services or products. Then, through their understandable desire to promote themselves, they will mistakenly go too far with their marketing activity. When this happens, the social media platform may flag the business as being too spammy and will suspend their account. This can certainly be problematic. So, before sending connection requests to everyone possible and following too many other accounts, be sure to check best practices and guidelines.
  27. 27. Marketing Channels: Social Media Marketing • Although social media accounts are typically free to join and use, it does take time to manage them. As such, it’s a good idea to only spend time on the social media accounts that provide the greatest value to the business. Not all social media platforms are a perfect fit for every business. Spend some time researching the best social media platforms for your industry and market. Look at competitors and see what they are doing well on their social media. Then, select social media channels that make the most sense for your business. 27
  28. 28. Marketing Channels: Social Media Marketing • Below are some of the most popular social media platforms to use for marketing:  Facebook  Instagram  Pinterest  Snapchat  Twitter  LinkedIn  TikTok 28
  29. 29. Marketing Channels: Social Media Marketing • As mentioned, social media management takes time. Many business owners use third- party tools to help streamline their social media management. Below are some popular tools which can integrate well with social media.  Buffer  Canva  MeetEdgar  LastPass  BuzzSumo  IFTTT 29
  30. 30. Marketing Channels: Email Marketing 30 • While many believe email marketing is ineffective, because it is often used as spam, the reality is that email marketing tends to have a return on investment of around 4,000%! If done well, and properly incorporated into a content strategy, email marketing can be highly effective. • The best email marketing takes place when campaigns are sent to people who are interested in the business and have subscribed because they wish to receive email communications. However, a business will sometimes purchase a list of contacts to send emails to. This isn’t a best practice, but it does happen. We will talk about both types of emails in the next slides.
  31. 31. Marketing Channels: Email Marketing • Using an Organic Subscription Email List  Acquiring organic subscribers is often the most challenging part of email marketing.  Be sure to add clear calls-to-action on the website, encouraging people to subscribe to your email list.  If possible, make a point to ask people if you can add them to your email list, if you can easily do so politely during conversation.  Focus on moving your emails through a specific funnel. For example, your first email might be more introductory in nature. Then future emails may be informational based. Then, at some point, you will want to ask for a sale, in a very non-salesy way. Be strategic with the nurturing of your email campaigns. 31
  32. 32. Marketing Channels: Email Marketing • Using a Purchased Email List  Before you send an email to your distribution list, be sure to have it cleaned. Failure to do so can make it difficult to send emails to your contacts again in the future.  Test your email to make sure it doesn’t appear to be spammy. The words used in the subject line and body of the email can prevent the email from being delivered.  Protect your domain. If you’re sending emails to a purchased list, be very careful not to send them from email@[your-domain].com. There are email marketing platforms that can give you a different domain. Failure to follow this tip can cause complications.  Strive to convert your email contacts into qualified email subscribers who want to receive your emails. 32
  33. 33. Marketing Channels: Email Marketing • General Email Marketing Tips  Keep emails brief and to the point.  Include a clear call-to-action in the email.  Make sure your email recipients have the option to unsubscribe, and honor their request to do so.  Keep the subject lines short.  Know when to send the email (day/time) based on when your target audience is most likely to open the email.  Use A/B testing on your emails.  Make sure your emails are mobile friendly. 33
  34. 34. Marketing Channels: Other Options 34 • The marketing channels talked about in the previous slides are among the most commonly used. However, there are many other channels through which a business can share their content and promote themselves. During the planning process, those responsible for the marketing plan should consider which marketing channels make the most sense to be used. Below are some additional channels worth consideration:  Video Marketing  Podcasts  Webinars  Chatbots  Voice Search
  35. 35. Marketing Channels: Final Considerations • There are many factors to be considered when selecting the marketing channels to be included in a digital marketing plan. Below are some helpful questions business owners should ask themselves during the planning phase:  Which marketing channels do competitors most and least effectively use?  What can be done to out-perform the competition with these channels?  How many and which channels should be used, based on the available budget?  With content marketing in mind, how will all the marketing channels be used to work together for the greatest possible benefit?  What are the goals for each channel and how will success be measured? 35
  36. 36. About the Faculty 36
  37. 37. About The Faculty Joshua Lyons - josh@jjlyonsmarketing.com Joshua Lyons, Co-Founder of CRE Marketing Group, has been part of the marketing world since 2009. He began his marketing career upon graduation from the University of West Florida, with an education in public relations and marketing. Joshua worked for several companies, developing and implementing proven online marketing strategies and boosting their exposure and revenue. After many years of marketing, in commercial real estate, hospitality and other industries, Joshua began his own marketing company, Joshua Lyons Marketing, LLC. He launched his business in 2015 and continues to provide marketing services for clients around the United States. Joshua works with new businesses, entrepreneurs, larger established companies and organizations that are internationally recognized. Additionally, his clients range in industry from banking, home repair, medical, professional coaching and more. His company provides a variety of marketing services, but the core services offered include website development, content writing and search engine optimization. Those who wish to learn about marketing can read his company blog, which is designed to help individuals and marketing teams as they develop their own online marketing strategies. 37
  38. 38. About The Faculty Linda Zappulla - linda.zappulla@gmail.com Linda Zappulla, Founder and Senior Consultant of Workshops and the Work. Linda has more than 25 years of marketing experience, working in and leading every marketing discipline for highly regarded consumer brands as well as start-up ventures. As founder and senior consultant with Workshops and the Work, she provides solutions to marketing needs of business, while teaching and mentoring their employees to enhance their marketing capabilities, and increase their engagement and retention. As Director of Brand Marketing at Payless ShoeSource, she provided cross-functional leadership, helping Payless deliver its new strategy to transition from a private label purveyor to become a House of Brands. Prior to joining Payless, Linda was Vice President of Marketing for Birch Telecom, a Kansas City based local telephone company. Prior to that she served in a number of strategic marketing and brand management functions for consumer products companies such as Revlon, Lenox China and Corning Glass. Linda received her MBA from the Harvard Graduate School of Business Administration, and her undergraduate degree from Barnard College. She is a Certified Mentor at SCORE, Kauffman FastTrac Alumna, volunteer with foreign exchange students, and President-elect at Congregation Beth Torah. 38
  39. 39. About The Faculty Bill Schick - billschick@meshagency.com Over the last 20 years, Bill has developed a unique approach to helping his clients develop unique and effective approaches to solving complex and lengthy sales and marketing challenges. He couples traditional business and marketing theories, strategies, and tactics with current/leading tools, technologies, and creative trends to help businesses develop and deliver true value to prospects, customers, and their communities. He finds the most effective approach to business and marketing to be through altruism—help your communities and in turn they will help you. 39
  40. 40. About The Faculty Alyssa Gelbard - agelbard@pointroadgroup.com Alyssa Gelbard is the Founder and President of Point Road Group, a global personal branding and consulting firm that helps companies and executives make powerful impressions to achieve their goals. In addition to overseeing the business, Alyssa works with a portfolio of corporate and individual clients. She is a frequent speaker on personal branding, LinkedIn, networking and career advancement, delivering presentations and workshops to private companies, Fortune 500 clients, start-ups and nonprofits. Her unique perspective on personal branding, corporate branding and career advancement stems from a background in strategic marketing, branding and communications, where she held leadership roles in the biomedical research, technology and sports & entertainment industries. Alyssa serves on the Board of Directors of the NY Chapter of Financial Executives International (FEI) and is Career Management Chair. She is also a member of the Advisory Board of the Graduate Sports Management Program at Endicott College and a founding member of the NY Chapter of the Private Directors Association where she co- chairs the Membership Committee. An instructor at the renowned 92Y in NY, Alyssa teaches classes relating to personal branding, communications and career advancement. She is an elected member of the Tufts University Alumni Council, co-chairing the Career Services Committee, and also co-chairs the Tufts Women's Network in NY. Alyssa has an MBA in Marketing from NYU Stern School of Business and a BA in Sociology from Tufts University. 40
  41. 41. Questions or Comments? If you have any questions about this webinar that you did not get to ask during the live premiere, or if you are watching this webinar On Demand, please do not hesitate to email us at info@financialpoise.com with any questions or comments you may have. Please include the name of the webinar in your email and we will do our best to provide a timely response. IMPORTANT NOTE: The material in this presentation is for general educational purposes only. It has been prepared primarily for attorneys and accountants for use in the pursuit of their continuing legal education and continuing professional education. 41
  42. 42. About Financial Poise 42 DailyDAC LLC, d/b/a Financial Poise™ provides continuing education to attorneys, accountants, business owners and executives, and investors. It’s websites, webinars, and books provide Plain English, entertaining, explanations about legal, financial, and other subjects of interest to these audiences. Visit us at www.financialpoise.com Our free weekly newsletter, Financial Poise Weekly, updates you on new articles published on our website and Upcoming Webinars you may be interested in. To join our email list, please visit: https://www.financialpoise.com/subscribe/

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