Overview on Marketing: Inbound Marketing vs. Outbound Marketing. Presentation details the best methods to use for marketing to today's social, connected business community and consumer.

1. "Good marketers tell a story." Seth Godin
Marketing in a
Social World

2. Mad Marketing Skills
15 years of graphic design and traditional marketing
Partner & Creative with AlphaGeek Web Design, Inc.
Owner & Creative of Wolf Byte Marketing, LLC.
Wolf Byte Marketing
Owner & CreativeMarcie Wolf

3. What is Marketing?
Marketing is an activity which results in making products and
services available while making profits for the company.
What Activities are Included in Marketing?
The various processes for creating, delivering and
communicating value to customers, and managing
customer relationships in ways that also benefit
the organization.

4. Four P's of
Marketing
01
Product
Tangible goods
or services
02
Price
How much the
customer pays
03
Promotion
Methods of
communication
04
Place
Where to find
product or service

5. Four P's of Marketing
Product: Designing the product so it will be desirable to
customers through marketing research and pricing.
Price: Setting a price for the product and making it available
to potential customers.
Promotion: Promoting the product through public relations,
advertising, and marketing communications.
Place: Determining the place where customers can find the
product or service.

6. Know Your Own Brand
Your Brand: Graphic design, key messages, benefits to the
consumer, supporting facts that tells your company story.

Content – Stories you tell about your company

Creative – Ways you can package your stories

Channel – How you distribute your stories

Results – How you measure your efforts

7. Content Marketing
Content Marketing is a hot topic right now!
Content marketing is consistently adding interesting
content to all of your marketing and promotion efforts.
• Social Media Marketing
• Email Marketing
• Mobile Marketing
• Video Marketing
• Website Content
• Online Descriptions
• Link Building
• Search Engine Optimization

8. Marketing Builds Trust
You build trust by giving something.
Content marketing is providing information of interest.
Each of these messages builds trust with your customers
which is an effective path to increasing sales.
Make it personal.
People respond to messages they can relate to so always
speak in a voice that is friendly and personal.

9. Interruption Marketing
Also known as "Outbound" or "Traditional" marketing, this
method pushes products or services on customers.

Telemarketing Calls

Television Commercials

Direct Mail & Bulk Email

Newspaper & Prints Ads

10. Interruption Marketing
Interesting statistics about this type of marketing:

87% of the time cold calling does not work

86% skip TV commercials when they can

44% of all direct mail is never opened

11. Inbound Marketing
"Pull" or "New" marketing relies on earning people’s interest
instead of buying their interest.

Blogging Articles of Interest

Facebook & Twitter Posts

Video Sharing

Search Engine Optimization

12. Outbound vs. Inbound
➔ Communication is interactive
➔ Customers come to you via
search engines and social media
➔ New marketing costs less
➔ Easy to track results
➔ Communication is one-way
➔ Customers are discovered via
print, TV, ads, cold calls
➔ Very expensive
➔ Difficult to track results

13. What
Now?
There’s more than one way to market
online that will cover all your bases.
Find a blend of traditional print and
online marketing that works for you.
Today's Marketing
Online marketing
reaches out to people
where they are!
Marketing with digital
media and social
networks is a great
way to build a brand
image and interact
with customers.

14. Keyword Research
Keyword research is market research to find out people's interests and
the actual language people are using when they search.

Goal: Better rankings on search engines for desired keywords

Quality over Quantity: The right kind of visitors.

Get keyword ideas at Ubersuggest: http://ubersuggest.org/

15. Search Google for “Search Engine Optimization Starter
Guide” to download a very helpful guide on SEO.
Get better visibility on search engines like
Google where people are searching about
your industry, products, or services.
Search Engine Optimization
Optimize all of your web
content using Search Engine
Optimization (SEO) standards.
Let Customers Find You!

16. Optimize content on your social media channels
using the same SEO standards from Google.
Share interesting content
on Facebook, Twitter, LinkedIn, Google+,
YouTube, Pinterest and Instagram.
Social Media
Share your content with
followers and customers on
social media channels.
Let Customers Find You!

17. Video Marketing
Video accounts for 51% of all Internet traffic!
Using video to connect is very natural – and very
human. Think about the many ways you can
engage with video in your marketing efforts.
Poor quality video won't yield the right results for driving your
business forward. Consider hiring a professional video production
company to create superb video for your marketing efforts.

18. Mobile Marketing
Mobile marketing provides customers with time and
location sensitive, personalized information.

SMS Marketing: Specials sent by text message

App-Based Marketing

QR Codes: Free QR Codes http://www.qrstuff.com/
Optimize for Local: Most mobile searches have local intent and people often
use mobile devices to find information for local, immediate interactions.

19. Google Local Optimization
Allows any local business to create a listing that
displays contact details, a link to your website, hours,
a map, photos, videos, coupons, reviews and more.

Claim or Create a Google Local Page

Verify Your Google Local Page

Optimize Your Google Local Page

20. PRESS RELEASE
Online distribution drives traffic to your site, creates a buzz about
your brand, and engages your audience. Press releases can be
shared via Google News, RSS feeds and on Social Media sites.

Optimize your title and summary with keywords

Write content that's interesting with strong keywords

Add a link to your website for increased site traffic

Free PR Distribution: http://www.prlog.com

21. IMAGE OPTIMIZATION
Images that are optimized can drive traffic to your
website through image searches as well as inclusion
in universal search results.

Use the right images with proper licensing

Use keywords when creating the file name

Make sure the image matches the content

22. Pay attention to bounce rate to
determine if your website is engaging
your audience or not.
Google Analytics
Set up a Google Analytics account and have your web
developer add the tracking code to your website.
WEBSITE
ANALYTICS
Use tracking tools for
gathering and analyzing
visitor traffic and other
website statistics.

23. REPUTATION MANAGEMENT
Reputation Management encompasses:

Building a positive reputation

Maintaining a positive reputation

Recovering from a negative reputation
Set up Google Alerts for
your business name and
your personal name to receive
Google notifications by email.
Monitor: Blogs, Directory Listings,
Direct Reviews (Yelp, FourSquare),
Online Publicity and Social
Networking.

24. www.twitter.com/nwmisocialmedia
www.facebook.com/NorthernMichiganMarketing
plus.google.com/108774842372137534498
www.linkedin.com/in/marciewolf
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