Marketing on a Shoestring Budget - Riverside Chamber - Jon Burgess

redfusion.com/riversidechamber

Marketing Strategy
Digital Plan
Social Media
PR
Budget

Jon Burgess
@jonburgess
@jonburgess

“Half the money I
spend on advertising
is wasted;
the trouble is I don't
know which half.”
@jonburgess

1. Be the Expert
2. Have Authority

Market Leaders
PIMS -Market leaders
have proven…
• Charge more for the same goods
• Grow 2x as fast
• Pick up 6% market share/yr.
• Show 12% higher returns on sales

Google’s 1one goal is
to give people the
answers they’re looking
for.
http://www.google.com/competition/betteranswers.html

http://steamreviewwatch.tumblr.com/

Customer Satisfaction
http://massively.joystiq.com/2014/09/01/firefall-gets-a-chinese-publishing-deal/
$160 million being paid for licensing fees and royalties.

What the experts told me.
Left, Sheryl Sandberg
Chief Operating Officer of
Facebook
Center Wendy Clark
Chief Marketing Officer
Coca-Cola
Right, Carolyn Everson
VP of Global Marketing Solutions
at Facebook

FOR BRANDS
http://adage.com/article/digital/brands-organic-facebook-reach-crashed-october/292004/
http://www.marketingweek.co.uk/sectors/technology-and-telecoms/news/facebook-seeks-to-put-the-record-straight-on-organic-
reach/4010718.article
2%

800 employees
Shared 216,000
Cokes in London

http://www.google.com/+jonburgess

Google+
• Google Continues Work On Promoting Topic
Authorities
• Author Authority Is Uses For In-Depth Articles
http://www.seroundtable.com/google-author-rank-indepth-articles-18246.html
http://www.seroundtable.com/google-good-guy-algorithm-17848.html

Zettabytes
2011 - 1.8
2012 - 2.8
2020 - 40.0
http://www.webopedia.com/quick_ref/just-how-much-data-is-out-there.html

http://www.domo.com/learn/data-never-sleeps-2

@jonburgess
You MUST grow your content
to stay relevant.

http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses

Modern SEO Content
• http://moz.com/rand/google-seo-dont-actually-change-much/

Website Campaign - Traffic
@jonburgess

Marketing Positioning
© 2014 RedFusion Media - Jon Burgess

Event Execution

Who (Target Audience)
Personas

Execute
http://www.smartsheet.com/Gantt Chart & Event Software

Analyze

FOR BRANDS
“Facebook has taken the position that fans
should mainly be looked at as a way to make
paid advertising more effective, as opposed to a
free distribution channel.”
http://adage.com/article/digital/brands-organic-facebook-reach-crashed-october/292004/
=$

is LISTENING
http://newsroom.fb.com/news/2014/05/a-new-optional-way-to-share-and-discover-music-tv-and-movies/
http://www.forbes.com/sites/kashmirhill/2014/05/22/facebook-wants-to-listen-in-on-what-youre-doing/
“smartphone app
that can turn on
users’ microphones
and listen to what’s
happening around
them”

139 Views of
our recipe from
7 Pins

• 16% of YouTube videos are shared/embedded
on Tuesday, 11am-1pm.
• 15 sec. or shorter are shared 37% more.
• 20% of your viewers will click away from a
video in 10 seconds or fewer.
• 100 Million people watch video each day
• Average person watches 32.2 Videos
http://www.videobrewery.com/blog/18-video-marketing-statistics
Shorter is better

Email Engagement
• 100% customer or ex-customer list
• Engaging conversation verse promotions
Open
Click

Promotion verse Change
Promotions
• Open 41%
• Click 6.4%
Engagement
• Open 49.9%
• Click 58.8%
Change
• Open +6.7%
• Click +52.3%
Promotions
Engagement

Inbound Prospecting Tools
@jonburgess

Sales Funnel
http://blog.hubspot.com/blog/tabid/6307/bid/33711/The-Steps-You-Need-to-Define-the-Stages-of-Your-Sales-Marketing-Funnel.aspx @jonburgess

Website Campaign - Traffic
0
100
200
300
400
500
600
700
800
900
1000
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Visitors
Monthly Website Visitors
February
January
December
November
@jonburgess

Leads – Email Contacts
0
5
10
15
20
25
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Contacts/Leads To Website
February
January
December
November
October
@jonburgess

Leads – Email Contacts
-10
0
10
20
30
40
50
60
70
80
1
4
7
10
13
16
19
22
25
28
31
34
37
40
43
46
49
52
55
58
61
64
67
70
73
76
79
82
85
88
91
94
97
100
103
106
109
112
115
118
121
124
127
130
133
136
139
142
145
148
151
154
157
Contacts/Leads To Website
@jonburgess

Social Traffic to Website
0
20
40
60
80
100
120
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Clicks
Social Media Clicks Per Month
February
January
December
November
@jonburgess

2. 335 - Sent
330 – Delivered
170 – Opened – 51.5%
25 – Clicks – 7.6%
22 – Emailed me personally

Consumer Resources
• Zero Moment of
Truth
• Klout.com
• Google Analytics
• Facebook Insights
• Google+
• Google Alerts
• Digital Press Releases
@jonburgess

Email Tools
• Mail Chimp
• Constant Contact
• Vertical Response
• iContact
• GetResponse
• HubSpot
• Infusionsoft
• http://e-benchmarksstudy.com

THANK YOU
Jon Burgess M.B.A.
Senior Digital Consultant
RedFusion Media, Inc.
909-798-7092
Twitter: @jonburgess
Linked In: @jonburgess
@jonburgess

Marketing on a Shoestring Budget - Riverside Chamber - Jon Burgess

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