Get documents about "Social Media and Internet Marketing 2011
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Using an Effective Online Presence to Grow Your Business
Document Sample
Social Media and Internet
Marketing 2011
find.get.keep sm
Using an Effective Online Presence to Grow Your Business
Speaker:
Jeff Spokes
Owner, TruePresence Baltimore
Copyright 2011 TruePresence Baltimore
Seminar Objectives – come away with
knowledge and tools to market your
business!
» find: Prospective customers online
» Search, SEO, Social Media, Online Advertising
» How they work and what they can do for you
» get: Prospects to become customers
» Website, Mobile sites, Landing pages
» What makes them effective and what they can do for you
» keep: Customers and grow loyalty
» E-Mail, Text Message Marketing
» Best practices and what they can do for you
» Hands-On with Social Media!
Copyright 2011 TruePresence Baltimore
The Internet Today:
Copyright 2011 TruePresence Baltimore
Online Advertising Market
More time spent online than TV*: 43% of Internet Users
spending 4 or more hours. Only 32% of TV Viewers.
*Source: marketingcharts.com
Copyright 2011 TruePresence Baltimore
Online Advertising Market
The fastest growing advertising medium*:
US Online Ad Spending, 2003-2011 (in billions)
2011 38.9
2010 32.3
2009 28.1
2008 23.8
2007 19.5
2006 15.9
2005 12.9
2004 $9.6
2003 $7.3
*Source: eMarketer.com
Copyright 2011 TruePresence Baltimore
Local Paid Search Growing Dramatically
Copyright 2011 TruePresence Baltimore
Social Media Growing Dramatically
Copyright 2011 TruePresence Baltimore
But this is why we talk about search 1st:
Search is #1 at 52%, Social Networking is at 8%!
Copyright 2011 TruePresence Baltimore
find.get.keep SM
Finding Customers
How to Reach Prospects “Searching” AND those
“not necessarily searching” for Your Products and
Services
Copyright 2011 TruePresence Baltimore
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Finding Customers
SEARCH MARKETING – Usually the FIRST internet
medium to use. Why? They’re Looking for you!
Copyright 2011 TruePresence Baltimore
The Search Marketing Landscape
Google 68.5%
Yahoo,
16%
Bing
12.0%
Others 0.1%
Ask 3.4%
*Source: Comscore; December ‗10
Copyright 2011 TruePresence Baltimore
Paid Search vs. Natural Search
Paid Search
Natural Search
Copyright 2011 TruePresence Baltimore
Paid Search
Copyright 2011 TruePresence Baltimore
Paid Search vs. Natural Search
Paid search gives you greater control.
» The ability to capture all relevant search terms
» Immediate results
» Greater influence over position
» No need for geographic description
Copyright 2011 TruePresence Baltimore
Geo-Target with Extreme Precision
» Regional and city-level targeting
» Customized targeting by radius or pre-defined
coordinates
Copyright 2011 TruePresence Baltimore
Getting Started with Paid Search
» Determine your business objectives
» Identify key search terms
» Write smart copy
» Identify or build landing pages
Copyright 2011 TruePresence Baltimore
Determine Your Business Objectives
I want to use paid search to…
» Generate Leads
» Acquire Offline Customers
» Acquire Online Customers
» Create Quality Site Traffic
» Understand My Ultimate Business Goals
» Cost Per Visitor
» Cost Per Lead
» Cost Per Customer Acquisition
Copyright 2011 TruePresence Baltimore
Identify Key Search Terms
Use tools like Google and Yahoo—or free tools
like Good Keywords—to identify popular keywords:
» Product/service category names
» Brand names
» Competitors
» All possible variations
» Misspellings
Copyright 2011 TruePresence Baltimore
Write Smart Copy
Make it relevant to the search at hand.
» Include the search term in title
» Give them a compelling reason click
» Discounts and sales
» Special offers like FREE shipping or FREE consultation
Copyright 2011 TruePresence Baltimore
What Makes Good Copy?
Imagine a user searching for dog toys used the keyword
―rubber toy dog.‖
Copyright 2011 TruePresence Baltimore
Identify or Build Landing Pages
Landing on what?
» A landing page is a specific web page that a visitor
ultimately reaches after clicking a link or advertisement.
Why are they important?
» Connects directly to search result
» Motivates visitors to take action
Copyright 2011 TruePresence Baltimore
Landing Page Best Practices
Give them what they want.
» Keep the information relevant to the search term that led your
visitors there.
Keep it simple.
» Direct and succinct copy.
» Simple forms to gather only the basics.
» Other contact information should be prominent.
Open new windows.
» All external links should launch in a new window.
Copyright 2011 TruePresence Baltimore
Copyright 2011 TruePresence Baltimore
Measure Your Results
Performance counts—not position.
» Impressions
» Clicks
» Click percentage
» Cost per click
» Conversions
» Cost per conversion
» Revenue generated
» Return on investment
Copyright 2011 TruePresence Baltimore
Actively Manage Your Campaign
» Analyze each search term Optimize
» Adjust CPC based on performance
» Eliminate keywords that are not
performing
Adjust
» Modify copy if/when necessary
» Test copy, positions, and match
types
Analyze
Copyright 2011 TruePresence Baltimore
Search Engine Marketing – Return on
Investment
» Sample Program in Baltimore (Painting Contractor):
» Most recent 6 months
» $1,150/month
» 121 phone calls
» 9 e-mails
» 66 Contact Us Submissions
» 196 total leads
» $35/lead!
» Convert 1 in 5 leads, Average Sale $600
» 6 month cost: $6,900, 6 month revenue: $23,520
Copyright 2011 TruePresence Baltimore
Search Engine Marketing – How do I do it?
» Do it yourself
» Go to www.adwords.google.com , www.adcenter.microsoft.com .
» Create an account for your business
» Give them a monthly budget
» Provide keywords
» Write an Ad
» Direct to a Landing Page
» Monitor the campaign
» Hire a professional
» Make sure they are actively managing the campaign on your behalf.
Copyright 2011 TruePresence Baltimore
Natural Search
Copyright 2011 TruePresence Baltimore
What is Search Engine Optimization (SEO)?
» Making your website more search engine
friendly in order to increase your rankings in
natural search results
» Takes 3-6 months to see noticeable results
Copyright 2011 TruePresence Baltimore
What makes SEO work?
Content is king.
Strategic copywriting using specific keywords
Copyright 2011 TruePresence Baltimore
What makes SEO work?
Pay attention to details.
» Site structure – flash impossible to read
» Meta tags – Title and Description; keywords not as much
» Links – inside the site
» Link popularity – from outside.
Copyright 2011 TruePresence Baltimore
Natural Search and SEO – How do I actually
do this?
Talk to your webmaster
» Determine the top keywords for your industry and re-write your copy for
various pages of the site – give it to the webmaster to update.
» Meta tags – Title and Description; make sure they are updated. Again, have
your webmaster update them.
» Links – inside the site. Ask the webmaster to add them into copy
Do yourself:
» Link popularity – from outside. Ask suppliers, customers, friends to put links
to your site on their site.
» Start Blogging – go to blogger.com and start a blog about your industry.
» Open a Facebook, Myspace, linkedin account and link to your site.
Get professional help
» Get proposals for outside vendors to help you with the above.
Copyright 2011 TruePresence Baltimore
Local Search Enhancement
Google Places, Bing and Yahoo
Copyright 2011 TruePresence Baltimore
Paid Search vs. Natural Search
Paid Search
Local Search
Enhancement
Natural Search
Copyright 2011 TruePresence Baltimore
Local Search Enhancement
» Increase likelihood of appearing in local search results.
» Deliver the most accurate location information.
» Add rich content which triggers buying decision.
Copyright 2011 TruePresence Baltimore
Local Search Statistics
» 50% of local searches are conducted with intent to purchase1
» Generic terms are used 55% of the time to search for
providers that carry products/services they intend to buy.2
1 The Kelsey Group; ;2 comScore & DoubleClick Study
Copyright 2011 TruePresence Baltimore
Terminology: General Search
Pay Per Click
Local Search Results
Pay Per Click
Website Optimization
SEO
Copyright 2011 TruePresence Baltimore
Terminology – Local Search Listings
Pay Per Click
Local Search Results
Copyright 2011 TruePresence Baltimore
Well Optimized Profile Page
Basic Local Listing Info:
» Business Name
» Local Address
» Local Number
Business Attributes:
» Drives “findability
» Triggers action
» Make accurate
Business Profile Page
More details on the business
Copyright 2011 TruePresence Baltimore
Two Types of ―LOCAL‖ Searches:
» Recovery Search
Business name is known – looking for more information from that
business
» Discovery Search
Business name is not known – product or service is searched and
desired business uncovered based on content within listing
Copyright 2011 TruePresence Baltimore
Terminology: General Search - RECOVERY
Local Search Results
Copyright 2011 TruePresence Baltimore
Terminology: General Search - DISCOVERY
Copyright 2011 TruePresence Baltimore
How are Local Search Results Typically Generated?
» Geo-proximity to the searched location/zip code
» Searched ―business or service/product/brand‖ is in the
business name
» Searched ―business or service/product/brand‖ has
‗content‘ associated with the business profile
» Marketplace interaction with the listing – i.e. user
feedback
Copyright 2011 TruePresence Baltimore
Local Search Enhancement Program
» Control the accuracy of the “Who” Information:
» Business Name
» Address
» Telephone Number
» Add relevant “What” information:
» Products
» Services
» Hours of Operation
» Brand Affiliation
» Email
» Website URL
» Phone number
» Fax number
Copyright 2011 TruePresence Baltimore
Local Search Enhancement Program – How do I do this?
Go to the FREE listing entry sites for Google
Places: http://www.google.com/places/
Bing Local Listing Center:
https://ssl.bing.com/listings/ListingCenter.aspx
Yahoo Local Listings:
http://listings.local.yahoo.com/
» Register your company
» Request to fill out a profile
» Add all your relevant information
OR: Hire a professional to do it for you.
Copyright 2011 TruePresence Baltimore
Social Media Marketing
Why Social Media?
» Make it easy for people to talk about you and for them
to talk with you in a 2-way conversation.
Copyright 2011 TruePresence Baltimore
Social Media Marketing
Why is it important?
»This is where people are spending their time – the
average Facebook User spends 55 minutes per day on
Facebook!
»Online PR
»SEO assistance
Facebook user statistics January 2010
Copyright 2011 TruePresence Baltimore
Social Media Marketing
»Blogging (Wordpress, Blogger)
»Social Networks (Facebook, Linkedin, Myspace)
»Video and Photo Sharing Site (YouTube, Flickr)
»Microblog (Twitter)
»QR Codes
»Social Media Monitoring – Social Toaster
»Social Bookmarking (digg, deli.cio.us; stumble upon)
»Location-Based Social (Foursquare, Facebook Places)
Copyright 2011 TruePresence Baltimore
Social Media Marketing Strategies
Lifestyle Blogs Fan Groups
Social Media
Video Sites
Your (FB, Twitter)
Website
or
MicroSite
Copyright 2011 TruePresence Baltimore
Social Media Strategy
»Business to Business?
»Blogging? LinkedIn?
»SEO most important? Directly reaching decision
makers most important?
»Business to Consumer?
»Facebook?
»Viral Most Important?
Copyright 2011 TruePresence Baltimore
Social Media Marketing Strategies
Blog Page Search Engine Rankings!
Blog Page WEBSITE Google
1) Set up A Blog for Free – blogger.com – easy &
owned by Google, wordpress.com
2) Populate with content on a REGULAR BASIS
1) MR. Beams – integrated in their site
2) Franchise and Business Law Group –
integrated in their site
3) Barefoot Tess – separate Wordpress blog
Important – Must be kept updated. LINK to your
site with keywords that are relevant to your site.
Copyright 2011 TruePresence Baltimore
Social Media Marketing Strategies
Facebook Fan Page OTHER USERS!
Facebook Fan Page WEBSITE Google
1) Set up Facebook Fan Page
2) Populate with content – examples
1) Mothers
2) Einstein Bros Bagels
3) TruePresence Baltimore
4) The Associated
5) Frank Kratovil
6) Michael‘s Deli
Important – your PERSONAL account should be used
Sparingly if at all to promote your business.
Copyright 2011 TruePresence Baltimore
Social Media Marketing Strategies
Einstein Bros. Bagels
Copyright 2011 TruePresence Baltimore
Social Media Marketing Strategies
Mother‘s Grille
Copyright 2011 TruePresence Baltimore
Social Media Marketing Strategies
Laser Center of Maryland
Copyright 2011 TruePresence Baltimore
Social Media Marketing Strategies
Facebook ADS to get traffic to Facebook page OR website
1) EXAMPLES of fb ad – Ira Glass Event May 3
1) 989,000 impressions in 1 week, 99 clicks, $118, just over $1/click
2) Targeted at College Grads within 25 miles of Baltimore.
Copyright 2011 TruePresence Baltimore
Social Media Marketing Strategies
YouTube Fan Page OTHER USERS!
YouTube Fan Page WEBSITE Google
1) Set up YouTube Page
2) Populate with VIDEOS!
1) http://www.youtube.com/user/TwiddyOuterBanks
2) http://www.youtube.com/user/wbal
Copyright 2011 TruePresence Baltimore
Organic Marketing Strategies cont
Twitter!
Twitter Website SEO
compelling Get your Goal is to
content : information improve
links to your noticed visibility
site and
others
Copyright 2011 TruePresence Baltimore
Organic Marketing
Twitter
» Set up a twitter ID – this will be the name that you
use, so consider carefully.
» Upload image as background.
» Begin sending tweets.
» Sign up to get other folks tweets, they should sign
up for yours in return.
» Examples:
» Delloutlet
» Franbuslaw
» Bwiairport
» Nytimes
Copyright 2011 TruePresence Baltimore
Organic Marketing
Twitter
Copyright 2011 TruePresence Baltimore
Organic Marketing
Twitter – Southwest Airlines. $1,000 in free
travel for a tweet of a holiday-themed photo.
Copyright 2011 TruePresence Baltimore
Organic Marketing
Twitter Search - search.twitter.com
Copyright 2011 TruePresence Baltimore
Organic Marketing
Social Media Monitoring - TweetDeck
Copyright 2011 TruePresence Baltimore
Organic Marketing
Linkedin
» Set up a Linkedin ID – primarily used for personal
promotion.
» Upload image and complete full profile.
» Connect to Twitter.
» Sign up for groups, answer questions.
» Examples:
» Jeff Spokes and the people that I am
connected to.
» Uses: Business People to find people they are
looking to sell to. Writers – find sources. Hiring
Managers – find employees.
Copyright 2011 TruePresence Baltimore
Organic Marketing
Linkedin
Copyright 2011 TruePresence Baltimore
Organic Marketing
Linkedin
Examples for Ticketholders in the room:
Hospitality Services Inc. – looking for
Architects, Commercial Kitchen Designers, etc.
First Financial – looking for those who might
need help with their home finances.
Copyright 2011 TruePresence Baltimore
Organic Marketing
Linkedin
Examples:
Hospitality Services Inc. – looking for Architects, Commercial
Kitchen, etc.
Search People: Architects, Commercial Kitchen Designers (there
are 3,000!).
Search COMPANIES: “Comercial Kitchen Design” – there are 23.
Search GROUPS: Commercial Kitchen. Join, Answer Questions,
Ask Questions “Who thinks the new …. Is a good looking design”.
Etc.
Copyright 2011 TruePresence Baltimore
Organic Marketing
Linkedin
Examples:
First Financial – Business Development looking for people with
assetst to invest:
Search People: CEO’s – Link to them. Then post updates
regularly about important financial issues. Have a seminar and
invite your linked in buddies.
Search COMPANIES: Accounting Firms – follow them and see
when they get “new” clients – may be ready to make a move
personally too.
Search GROUPS: “Financial Advice”. Join “Financial Planner
Alliance”, Answer Questions, Ask Questions “Who thinks the new
…. Is a good regulation”. Etc.
Copyright 2011 TruePresence Baltimore
Organic Marketing
FourSquare
Copyright 2011 TruePresence Baltimore
Organic Marketing
FourSquare
Location-Based Social
Your Customers can:
• Meet each other
• “Check In” to become the MAYOR
• “Check In” just to get specials – Key.
Example – Crepe DeJour 10% off.
• Get “Tips” from other people about the
services you provide – Key. Lil’ Tony’s
Pizza
Copyright 2011 TruePresence Baltimore
Organic Marketing
Daily Deals
Immediate Sales – you get 25% of Face
Value - $100 item for $50 ($25 to you, $25
to Daily Deal site)
• Groupon – deal “tips” with minimum # of
participants
• Living Social – you get it free if 3 of your
friends buy
• Chewpons – only Food.
Copyright 2011 TruePresence Baltimore
Organic Marketing
Social Media Monitoring
What if you could . . .
•Harness the power of all your employees
and their networks?
•Harness the power of your customers and
their networks?
•Monitor the REAL ROI of your Social Media
Spending!
Copyright 2011 TruePresence Baltimore
Organic Marketing
Announcing . . . Social Toaster!
Real Social Media Engagement and
Monitoring
Copyright 2011 TruePresence Baltimore
Organic Marketing
Social Media Monitoring - ANALYTICS
Google Analytics can tell you the SOURCE of
your clicks. Monitor what happens and
generates the most traffic to your site!
Copyright 2011 TruePresence Baltimore
Web Advertising Overview
Strategic direct-response and brand marketing campaigns that
generate bottom-line results for our clients.
Increase
Maximize
revenue
online
and site
exposure
traffic
Reach
your
target
audience
Copyright 2011 TruePresence Baltimore
Overview – Why Banner Ads?
I don‘t want my business to be associated with dancing mortgage sellers!
Copyright 2011 TruePresence Baltimore
Overview – Why Banner Ads?
Because large national retailers AND now local companies have learned
that ads on interesting, highly visited sites work well for Branding and
Direct Response!
Copyright 2011 TruePresence Baltimore
Do you need Online Advertising?
» Direct Response-oriented advertisers
» B to C companies – Local/Metro!
» Companies with e-commerce enabled websites
Copyright 2011 TruePresence Baltimore
What Do I Do to reach my local
audience in a “mass” way?
Television Radio
Newspaper
Internet
Millions of Page Views
– just in Baltimore!
Copyright 2011 TruePresence Baltimore
What Do I Do to reach my local
audience in a “mass” way?
Copyright 2011 TruePresence Baltimore
Goals for Online Advertising:
1) Branding – Bing, Local Auto Dealers
2) Direct Response – Progressive Insurance, Local Restaurants
3) Both of the above – Netflix, Local Retailers
Copyright 2011 TruePresence Baltimore
Ad Network Features
Reach: Ad networks maintain the industry‘s largest reach, providing
mass exposure across leading websites.
Total Internet Reach
Property % Reach Mthly UVs
Ad.com 90.2% 133 million
Yahoo! 71.9% 120 million
AOL 66.1% 110 million
Source: comScore Media Metrix, February 2006; Advertising.com, August 2009
Copyright 2011 TruePresence Baltimore
Ad Network Features
Reach: With the largest reach and impression volume, networks are able to
secure premium inventory across quality content sites at lower costs.
Sample Site List – Advertising.com
ABCNews.com Career Builder EW.com Netscape
AmericanGreetings Clear Channel Fortune.com People.com
Anywho CNN.com InStyle.com Sony
AOL CNNMoney Lets Sing It Space.com
AT&T Worldnet CompuServe Mapquest The WB.com
Autotrader Dictionary.com Moviefone Time.com
Bartleby Dine Site MySpace Weatherbug
BellSouth Earthlink NeoPets Whitepages
Copyright 2011 TruePresence Baltimore
Technology
Targeting technologies enable marketers to segment the
network based on a variety of factors.
Behavior Demographic Content Channel
Advertiser‘s site, Gender, age, Keyword content One of seven
publisher sites, HHI, education, descriptors existing
creative and lifestyle profiles reveal sites content
search listing and more and pages channels
Geography SIC Code Daypart Technology
Country, city, Standard Time of Browser, domain,
state, ZIP code, Industrial day, language,
area code Classification day of connection
and DMA (industry code) week speed, etc.
Copyright 2011 TruePresence Baltimore
Technology
Leadback AD Shown
Leads to visit
Site Visitor Leadback Ad Leadback Ad
Site Visit #2
Visitor views site Ad delivered to
then leaves prior visitor Leads to another
generates visit and
interest purchase!
Copyright 2011 TruePresence Baltimore
Banner Advertising Example - AOL
Copyright 2011 TruePresence Baltimore
Maximizing A Media Buying Campaign
» Online Media
» Understanding target audience
» Research and negotiate with relevant websites and advertising networks
» Effective Creative
» Strong offer
» Clear call-to-action
» Design consistent with brand
» Landing Page
» Relevant to web advertising
» Desired action is prominently displayed
» Minimize # of clicks to conversion
Copyright 2011 TruePresence Baltimore
Targeting Capabilities
» Demographic
» Age
» Gender
» Ethnicity (not available on all networks)
» Household Income
» Behavioral
» Allows targeting of people who have historically used channels or visited
sites devoted to various content (health, games, personals, etc.).
» Pros: Perfect way to target niche audience
» Cons: Higher premiums on a CPM/CPC level may occur
» Leadback
» Serves ads to people who have already visited the advertiser‘s website
» Pros: Most cost-effective form of banner advertising available
» Cons: Dependent on level of traffic already directed to site
Copyright 2011 TruePresence Baltimore
Geo-Targeting
» Ad networks can use the following geo-targeting:
» Regional (by DMA)
» National
» International
» No customized targeting by radius (or cities) is supported
Copyright 2011 TruePresence Baltimore
Creative
» Display advertising features web banners that consist of static or animated
images, as well as interactive media that may include audio and video
elements (rich media).
» Adobe Flash or .gif (static and animated) are the preferred presentation
formats for such interactive advertisements.
» The Interactive Advertising Bureau, an industry trade group, sets the
standards for online display advertisement sizes and shapes.
Copyright 2011 TruePresence Baltimore
Creative Examples
Copyright 2011 TruePresence Baltimore
Landing Page Example:
Simple, Uncluttered – tell you what they want you to do – Get Started!
Copyright 2011 TruePresence Baltimore
Developing Your Campaign and Creative:
Identify Your Business Objectives
» Do you want to generate:
– Traffic
– Leads
– Customers
» What are your ultimate business goals?
– Cost Per Thousand Impressions - CPM
– Cost Per Click - CPC
– Cost Per Acquisition - CPA
Copyright 2011 TruePresence Baltimore
Understanding Business Objectives
Important Metrics
» What has worked for you in the past (if they tried before)?
» What is your offline and online conversion rate?
» What is your average sale amount?
» How many purchases does a customer make per year?
» What is your profit margin?
» What % of profit are you willing to invest to acquire a customer?
Copyright 2011 TruePresence Baltimore
Budget Recommendations
Factors Involved in Determining Budget:
» Ad Networks used to have $25,000 monthly minimums
» Now $10,000 tests over 3 months are possible with smaller
networks and sometimes the bigger networks.
» Current level of brand awareness – National/Regional
Copyright 2011 TruePresence Baltimore
Tracking
Real time tracking:
» Total number of Impressions
» Click throughs to landing page/website
» Conversions (leads, sales, etc.)
» Revenue generated
Copyright 2011 TruePresence Baltimore
Important Metrics
Active Account Management
» Analyze performance by:
– Creative
– Placement
– Conversion
» Provide monthly activity reports:
– Impressions
– Clicks (and CPC)
– Conversions (and CPA)
– Revenue generated
– Average Sale
– Return on investment
Copyright 2011 TruePresence Baltimore
Mobile Display!
» Display Advertising:
» Mobile Display Advertising – Growing by 33%
between 2010 and 2013.
» Almost 2 billion ads delivered to smartphones
» Over $400 million spent in 2009
Copyright 2011 TruePresence Baltimore
Mobile Marketing!
» Display Advertising:
» Delivered via network – Yahoo!, AOL, Google, etc..
» TruePresence Baltimore relationship with these
vendors can help you succeed.
» Recommended Advertisers:
» Those who can take advantage of a full metro area
» Spending $5k to $10k/month minimum
» Mass appeal/reach
Copyright 2011 TruePresence Baltimore
Mobile Marketing!
Frontpage News Sports Movies
Messenger Mail
100
Copyright 2011 TruePresence Baltimore
100
find.get.keep SM
Finding Customers
Search Marketing Q&A Session
Budgets – How do I set?
Messaging – Can I change?
Copyright 2011 TruePresence Baltimore
find.get.keep SM
Getting Customers
User Experience: Converting Visitors to Customers
Copyright 2011 TruePresence Baltimore
What is an Effective Site?
An effective site is one that presents a
positive, professional image, is useful
and informative, and allows the user to
interact, transact, and provides a
reason for users to return.
Copyright 2011 TruePresence Baltimore
What are the Ingredients for an
Effective Site?
» Focus
» Purpose
» Design
» Copy
» Coding
» Functionality
Copyright 2011 TruePresence Baltimore
Focus
You are not your target audience.
Identify who your target audience is before
deciding what your site should do.
Copyright 2011 TruePresence Baltimore
Purpose
Design and build from the outside in.
Identify how your site can solve your target
audience‘s needs.
» Make it faster to get to specific areas
» Make it easy for them to interact
Copyright 2011 TruePresence Baltimore
Purpose
Copyright 2011 TruePresence Baltimore
Design
Use design and layout to transform your site into a
powerful customer experience.
» Extend and strengthen your brand
» Evoke trust and emotion
» Encourage interaction
Copyright 2011 TruePresence Baltimore
Copy
Content is critical to communicating your
message and improving your search positioning.
» Romance the reader with a powerful message
» Connect emotionally and rationally
» Compel visitors to take action
» Include the most relevant page specific search phrases
Copyright 2011 TruePresence Baltimore
Coding
Correct coding ensures that your site:
» Displays properly on all modern browsers
» Loads quickly
» Is search engine friendly
Copyright 2011 TruePresence Baltimore
Functionality
Technology should be invisible.
Features and functionality should enhance
the user experience.
» Keep your site updated and fresh
» Capture important visitor data
» Enable interaction and transaction
Copyright 2011 TruePresence Baltimore
Copyright 2011 TruePresence Baltimore
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Copyright 2011 TruePresence Baltimore
Getting Customers – How do I
actually build a site?
Do It Yourself
Google, Yahoo and MSN all have free sites that you
can build based on pre-selected templates. Again,
create an account. Go in and pick a design. Write
copy.
Hire a Professional
They will guide you in design, writing copy, building a
correctly structured site, etc..
Copyright 2011 TruePresence Baltimore
MOBILE – Why is it Important?
By 2013, more consumers will access the web from
mobile devices than desktop or laptop comuters.
Source: Morgan Stanley
Copyright 2011 TruePresence Baltimore
MOBILE – What’s Important?
7 Tips to make your website work in Mobile:
1. Style for Mobile – RELATIVE units as different size
screens display differently. Visual consistency with
desktop site. Minimize scrolling.
2. Re-size images so big images are not pushed to
small screens. Link to the big image if they want it.
3. Automatically detect mobile devices and serve the
mobile version of the site.
4. Re-Prioritize Navigation. What’s important in mobile
might be very different from the desktop. Tel # and
address maybe at top instead of at bottom.
Copyright 2011 TruePresence Baltimore
MOBILE – What’s Important?
7 Tips to make your website work in Mobile:
5. Allow a mobile viewer a link to the FULL SITE. They
may not be able to find what they are looking for on the
mobile site. If they have an iPad, they may want to see
the full site.
6. Don’t Break Links. Show the EXACT content that a
search engine had sent a viewer too or else you may
create frustration.
7. Measure the Audience. Find out what devices your
visitors are using and optimize for those devices. Find
out what content they are viewing and raise that
content.
Copyright 2011 TruePresence Baltimore
MOBILE – What’s your website look
like right now?
http://mtld.mobi/emulator.php
Download Emulator:
http://mobiforge.com/emulators/page/mobile-emulators
Copyright 2011 TruePresence Baltimore
MOBILE – HOW?
Mobify.me – move content from a current site to a web-
enabled site.
From scratch: mobisitegalore.com
Custom Design.
Copyright 2011 TruePresence Baltimore
find.get.keep SM
Getting Customers
Website Design and Development Q&A Session
What is a Content Management System?
Interaction – Contact Links; Prominent Forms.
Copyright 2011 TruePresence Baltimore
find.get.keep SM
Keeping Customers
How to Use Opt-In Email or Text Message Marketing to
Build Customer Loyalty
Copyright 2011 TruePresence Baltimore
Does Email Marketing Work?
Keeping in touch keeps customers coming
back for more.
» Email will return a whopping $45.65 for every dollar
spent on it in 2008
» Email drove $7.7 billion in consumer sales and $8.8
billion in B2B sales in 2005
» Source: Direct Marketing Association
Copyright 2011 TruePresence Baltimore
The Email Advantage
» Personalized
» Targeted
» Trackable
» Inexpensive
Copyright 2011 TruePresence Baltimore
What‘s In It For the Subscriber?
Identify the right reasons to opt-in:
» New product notifications
» New service notifications
» Company news and events
» Relevant industry news
» Promotional offers
» Money saving coupons
Copyright 2011 TruePresence Baltimore
Email Best Practices
Make your email stand out from the spam:
» Get and confirm permission
» Set content & frequency expectations
» Provide content that is relevant and timely
» Use a recognizable and short, and ―from address‖
» Promptly remove un-subscribes
» Avoid words and phrases associated with spam
Copyright 2011 TruePresence Baltimore
Analyzing Email Performance
» Delivered » Click percentage
» Open rates » Conversions
» Hard and soft » Cost per conversion
bounces
» Revenue generated
» Spam complaints
» Return on investment
» Clicks
Copyright 2011 TruePresence Baltimore
E-mail Marketing
Next Steps…
» Determine E-mail Sources and Strategy
– How will you capture e-mail addresses
– How many e-mail addresses do you have?
– What is your message? Offering?
– What is your timeline? How often do you send?
» Determine your Account Management Requirements
– Creative (templates, design, etc.)
– Subscriber services
» Take a look at whether or not you need a landing page
Copyright 2011 TruePresence Baltimore
Copyright 2011 TruePresence Baltimore
Keeping Customers – How do I do
this?
Do it Yourself
Suggest a basic E-Mail Marketing program like
Constant Contact or our product, TrueMailer. Create
an account. Determine what template you’d like to
use. Upload a subscriber list. Create the E-Mail.
Send
Hire a Professional
Create an account for you, upload your subscriber
list, create a professional template. Help with copy
and creation of e-mail. Send and report back
Copyright 2011 TruePresence Baltimore
Keeping Customers – BEFORE
Copyright 2011 TruePresence Baltimore
Keeping Customers Example - AFTER
Copyright 2011 TruePresence Baltimore
Mobile Marketing
» How do you reach those ―on-the-go‖ consumers?
Copyright 2011 TruePresence Baltimore
TEXT MESSAGE Marketing
Text Message Open Rates are 97%, E-Mail
is around 5 to 20%.
83% of Text Messages are opened in the
first 15 minutes
Copyright 2011 TruePresence Baltimore
Mobile Marketing!
» Send Timely Offers Directly to Your Customers on their
Mobile Phones!
Copyright 2011 TruePresence Baltimore
Mobile Marketing!
» How does Mobile Marketing work?
» Step 1 – Log in and create promotions
» Step 2 – Schedule your advertising
» Step 3 – Set your monthly budget limit
» Step 4 – Add customers to your network. They send
a text message to a Short Code (example 79338) with
your Business Keyword.
» Example text: TPRZ to 79338!
» Step 5 – Track your promotions online and create
more offers
Copyright 2011 TruePresence Baltimore
Introducing TruePresence Mobile
Marketing!
» Reach your customers at any time, in any place!
» Build your network with sign-ups via Posters, Table
Tents, Website opt-in forms.
» Enhance your existing advertising efforts – just mention
your business keyword on Radio, TV, E-Mail Campaigns,
Direct Mail, Billboards, Newspapers and even, yes
Yellow Pages.
Copyright 2011 TruePresence Baltimore
Introducing TruePresence Mobile
Marketing!
» Watch Your Business GROW as subscribers join your
deal network!
» Perfect for last-minute offers
» Create Holiday specific offers
» Get more business on your slower days
Copyright 2011 TruePresence Baltimore
TEXT MESSAGE Marketing and QR
Codes for Job Search.
» http://abcnews.go.com/Business/JobClub/h
igh-tech-job-search-virtual-interviewing-
video-resumes/story?id=12745264
Copyright 2011 TruePresence Baltimore
QR Code Advertising Example
Copyright 2011 TruePresence Baltimore
QR Codes can be used for:
* Extending Reach from your existing media –
Print, TV
* Location-Based information (store shelves to
replace sales people)
* Straight to a video/demo/special offer
* Grow customer Database – pre-order items
* Rain-check coupons
Copyright 2011 TruePresence Baltimore
find.get.keep SM
Keeping Customers
Email Marketing Questions
Best Days to Send E-Mails?
Cost associated with E-Mail?
Copyright 2011 TruePresence Baltimore
find.get.keep SM
Thank you for joining us.
For more information:
» 410-878-2596
» jspokes@truepresence.com
» truepresence.com
» Special Pricing – Internet Marketing Review
Program
Copyright 2011 TruePresence Baltimore
Website Review
Is your website doing what you want?
Check coding, structure, color, style etc.
Normally $195 – Today only $95
Copyright 2011 TruePresence Baltimore
Internet Marketing Review
Is your website and your online marketing
doing what you want?
Suggest approach (Search, SEO, etc.)
Normally $495 – Today only $295
Copyright 2011 TruePresence Baltimore
Marketing Review and Strategy
Is your marketing doing what you want?
Suggest Overall Marketing approach
(SWOT Analysis, Media and Creative
recommendations)
Normally $995 – Today only $695
Copyright 2011 TruePresence Baltimore
