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Social Media and Internet Marketing 2011

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					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
find.get.keep   SM




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
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Copyright 2011 TruePresence Baltimore
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

				
DOCUMENT INFO
Description: Using an Effective Online Presence to Grow Your Business