2. Introduction
• Gwyneth Iredale, Account Executive,
Oslund Design
• Carl Oslund
• About Oslund Design
• Goal of this presentation – 3
takeaway tips at least
3. What We’ll Cover
• What, why, how
• Strategies and tactics
• Examples throughout
• Questions answered
• Survey results
4. Internet Marketing & Social Media
• What: a way to connect with your
audience using new vehicles
• Why: “fish where the fish are”
• How: go back to basics,
but use new tools
5. Back to Basics
It's still all about:
• Your company brand
• Good design
• Connections/engagement
• Creating trust
• Touchpoints – fish where the fish are
12. Strategy
• Choose touchpoints
• Across all media:
– Be customer-focused
– Brand consistently
– Cultivate brand loyalty
• Tell stories, create trust, community
13. Strategy - Plan
Create a “campaign” to grow your
business:
• Compelling offer – lead bait
• Advertise where your customers are
• Engage/capture
• Cultivate
• Close
• Measure
14. Strategy - Implement
• Implement the campaign across
website & social media:
– Landing pages
– Facebook
– LinkedIn – groups and profile
– YouTube
15. Lead Bait
Offers should be time sensitive, limited
availability, unique
• Content marketing
• Discount coupon
• Loyalty card
• Demo
• Sample
19. Website Tactics
Marketing with your Website
• Modern design, good brand impression, Web 3.0
standards, “responsive”
• User friendly
• Engagement tools
• Examples websites
http://www.nike.com/us/en_us/ - learn from the pros
http://9wood.com/
http://sodeliciousdairyfree.com/ - use as case study
20. Advanced Website Tactics
• How do customers find your business?
• Either you find them or they find you -
advertise or Google, paid or “organic”
• Anatomy of a search result
• Earn your way to page one with “SEO”
(search engine optimization)
• Check your website vs competitor’s site &
who’s advertising on search results - but on
someone else’s computer! Google knows
your patterns.
21. Advanced Website Tactics
SEO on your website
• Google rewards honesty
• Determine your key words/phrases –
broad vs narrow, “long tail”
• Optimize your site architecture
• Fresh, original, relevant content –
blog, newsletter, social media feeds
• Use website traffic tools to track
23. Advanced Website Tactics - Video
• Google owns YouTube – the 2nd largest
search engine. Use it to post videos of:
– Interviews
• Management
• Customer Testimonials
– How to videos
– Tours
– Product demos
– Advice, seminars
• Embed video on your website
• Benefit from SEO – Google likes video
24. Social Media Tactics
Social Media Live Examples
• LinkedIn business profile
• Facebook business page
• Pinterest
• YouTube
• Encourage interactions
25. Social Media Tactics
Marketing with Social Media
What to post - blog, Facebook, Twitter, LinkedIn?
– New products or services
– Press releases
– In the News
– Testimonials in non-promotional manner
– Announcements – awards, new hires, promotions
– Industry developments, tax laws, trends
– Events – trade shows, fundraising
– Community involvement
– Education – studies, white papers, peer reviews
– Lots of relevant photos, videos (sorry, no cat videos)
30. SEO & SEM
• Off site SEO and Search engine
marketing/advertising or SEM
• Search engine advertising example
• Pay-per-Click – “PPC” performance-
based advertising
• “Local SEO” - directory listings, FB,
Yelp, Google Places, Bing
• Customer reviews
32. SEO & SEM
• Manage customer reviews via
“reputation management” – address
negative comments/reviews
x
33. SEO & SEM
• “Local SEO” – online directory
listings
34. Offline Tactics
Integrate offline/online advertising:
• Call to action w/valuable offer
• Include contact info, social media
• QR code that links to a landing
page on your website w/offer
(measurable)
38. Summary
• What, why, how
• Plan your strategy
• Create a campaign to “fish where the
fish are”
• Stick to basic marketing concepts
• Choose your touchpoints
• Make a consistent brand impression
across all media with effective offers
• Measure, adjust and repeat