© 2015 Watermelon Mountain Web Marketing 1 Supercharge Your Marketing Santa Fe SBDC November 12, 2015 Jan Zimmerman, Author Web Marketing for Dummies Social Media Marketing All-in-One for Dummies Facebook Marketing All-in-One for Dummies Watermelon Mountain Web Marketing

© 2015 Watermelon Mountain Web Marketing 2 The benefits of using both online and offline marketing Reviewing the common marketing principles they share How to build synergy between online & offline techniques Details of online and social media options What You’ll Learn Today

© 2015 Watermelon Mountain Web Marketing 3 Offline Old-school Direct Mail Sales Advertising TV Radio Brochure Online New-school Social Media SEO & PPC Video Podcast Website Traditional vs. Digital Media

© 2015 Watermelon Mountain Web Marketing 4 Higher ROI 62% of online campaigns see higher ROI when combined with offline Better results Higher response rates, faster response times, larger order sizes The most effective way to market your business or product is… BOTH

© 2015 Watermelon Mountain Web Marketing 5 What are you trying to achieve? leads, repeat customers, sales, visitors offline? What objectives can you specify? How will you measure success? What is your budget? How long will it take you to recover your investment? A Quick Review of Similarities: Marketing Goals & Objectives

© 2015 Watermelon Mountain Web Marketing 6 Who is your target market (demographics)? What media do they use? What skills, staff, and other resources do you have available? How much time will you allocate to marketing - estimate 2 hours/channel/week! What channels will you use? Try to do only 1-2 major channels at a time. Strategy & Tactics

© 2015 Watermelon Mountain Web Marketing 7 New Tools, Old Rules Know Your Target Market

© 2015 Watermelon Mountain Web Marketing 8 Target Your Audience by interest area by geographical region by demographics by contextual reference by behavior

© 2015 Watermelon Mountain Web Marketing 9 New Tools, Old Rules: Fish Where Your Fish Are...

© 2015 Watermelon Mountain Web Marketing 10 Who will do the work? When will they do it? Use google.com/calendar or calendar.yahoo.com What tools will you deploy? What performance metrics will you gather and when? Marketing Plan Implementation

© 2015 Watermelon Mountain Web Marketing 11 If you have prospects but not buyers, look at the 4 P’s of marketing Product or Service Price Position or Place (distribution) Promotion

© 2015 Watermelon Mountain Web Marketing 12 Product or Service Physical product(s) or service(s) being sold Includes packaging, associated services, e.g., tech support

© 2015 Watermelon Mountain Web Marketing 13 Price Price point for product or service Includes discounts, special offers, warranties Compare to competitors

© 2015 Watermelon Mountain Web Marketing 14 Position or Place Where distributed When distributed B2B vs. B2C How customers buy Where When How (catalog, phone, online, in-store)

© 2015 Watermelon Mountain Web Marketing 15 Promotion Advertising Promotion Publicity Marketing collateral

© 2015 Watermelon Mountain Web Marketing 16 Let’s Take Our Own Poll How Many Already Have... Web site/blog Mobile site Press releases E-newsletter PPC ads Paid Banners Video & Images Marketing collateral (print) Direct mail Flyers Classified ads Print display ads Radio, TV, other

© 2015 Watermelon Mountain Web Marketing 17 40% Audience 40% Offer 20% Creative What Makes A Good Ad: Online or Offline

© 2015 Watermelon Mountain Web Marketing 18 Benefits vs. Features Features Stack 4 cartons Holds up to 300 lb 6’ x 2’ Heavy duty wheels Benefits Save Time! Save Your Back!

© 2015 Watermelon Mountain Web Marketing 19 The Biggest 3-Letter Word in Marketing

© 2015 Watermelon Mountain Web Marketing 20 The Offer: A 4-Letter Word That Begins with

© 2015 Watermelon Mountain Web Marketing 21 Creative Reaches the Lizard Brain

© 2015 Watermelon Mountain Web Marketing 22 Set Realistic Expectations

© 2015 Watermelon Mountain Web Marketing 23 Expect to invest as much for each new customer as they will spend in the first year Costs 3X as much to get a new customer! Compare using CPM (cost per thousand impressions) or cost per sale What to Expect for Costs

© 2015 Watermelon Mountain Web Marketing 24 The Conversion Funnel People Who See Your Marketing (Impressions ) Visits to Site (5% of Impressions) 2- 4% of Visits Prospects Qualified Leads Buyers

© 2015 Watermelon Mountain Web Marketing 25 Cost Per Thousand Impressions e.g., ad costs $500 for 10,000 impressions; CPM = $500/10 = $50 Allows you to compare costs of different media The narrower the target market, the higher the CPM CPM Lets You Compare All Media

© 2015 Watermelon Mountain Web Marketing 26 Cost of Customer Acquisition

© 2015 Watermelon Mountain Web Marketing 27 Let’s Take a Break 27

© 2015 Watermelon Mountain Web Marketing 28 Making Integration Work Have an overall strategy Strong calls-to-action and relevant offer Drive prospects to respond online (e.g. QR codes) Tie offline to specific landing pages that fulfill the promise of the promotion Maintain clear visual connection between channels Measure activity to specific landing pages Use shortened links or tracking links to see offline results in online analytics

© 2015 Watermelon Mountain Web Marketing 29 Landing Pages

© 2015 Watermelon Mountain Web Marketing 30 What a Good Landing Page Looks Like

© 2015 Watermelon Mountain Web Marketing 31 Why Your Homepage is NOT a Landing Page 1.No CLEAR call-to-action 2.No visual connection 3.No easy data collection 4.Conversion rate will be MUCH lower

© 2015 Watermelon Mountain Web Marketing 32 QR Codes

© 2015 Watermelon Mountain Web Marketing 33 Strategic Link Shortening bitly.com

© 2015 Watermelon Mountain Web Marketing 34 Differentiate department numbers phone extensions who to call URLs Ask how customers heard of you Track coupons and sales Tracking Results

© 2015 Watermelon Mountain Web Marketing 35 What an Integrated Marketing Mix Might Look Like Social Media mobile/ website with landing pages E-news letter Press Releases Paid Ads Direct Mail SEO Networking

© 2015 Watermelon Mountain Web Marketing 36 Cost of Customer Acquisition Online

© 2015 Watermelon Mountain Web Marketing 37 Website > Mobile Site

© 2015 Watermelon Mountain Web Marketing 38 google.com/webmasters/tools/mobilefriendly © 2015 Watermelon Mountain Web Marketing 38 Website > Mobile Site

© 2015 Watermelon Mountain Web Marketing 39 Testimonials > Product Review Events > Calendars Business Networks > Social Media Word of Mouth > Word of Web

© 2015 Watermelon Mountain Web Marketing 40 Testimonials: Yelp Review Site

© 2015 Watermelon Mountain Web Marketing 41 Events > Online Calendars

© 2015 Watermelon Mountain Web Marketing 42 Biz Networks: LinkedIn

© 2015 Watermelon Mountain Web Marketing 43 Biz Networks: MeetUp

© 2015 Watermelon Mountain Web Marketing 44 Direct Mail… A Few Stats 78% of ONLINE consumers have provided a company with mailing address information to receive direct mail messages 75% of 25 to 34-year-olds have made a purchase resulting from direct mail. 42% of direct mail recipients prefer to respond online 25% of direct mail recipients will only respond online

© 2015 Watermelon Mountain Web Marketing 45 Direct Mail >

© 2015 Watermelon Mountain Web Marketing 46 Direct Mail >E-Newsletters

© 2015 Watermelon Mountain Web Marketing 47 Press Releases > Online

© 2015 Watermelon Mountain Web Marketing 48 Press Releases > Social Media

© 2015 Watermelon Mountain Web Marketing 49 Twitter

© 2015 Watermelon Mountain Web Marketing 50 Facebook

© 2015 Watermelon Mountain Web Marketing 51 Instagram (mobile)

© 2015 Watermelon Mountain Web Marketing 52 Cast a wider net Branding & Loyalty Build relationships Improve business processes Improve search engine ranking Sell when opportunity arises Mostly free (except for labor) Now offer targeted advertising Pros of Using Social Media

© 2015 Watermelon Mountain Web Marketing 53 Requires time (2 hr/wk/channel) Difficult to gain visibility Not as good for sales yet Advertising on social media has lower CTR than other online ads Cons of Using Social Media

© 2015 Watermelon Mountain Web Marketing 54 Yellow Pages > Directories

© 2015 Watermelon Mountain Web Marketing 55 Yellow Pages > Maps

© 2015 Watermelon Mountain Web Marketing 56 TV > YouTube

© 2015 Watermelon Mountain Web Marketing 57 Let’s Take a Break 57

© 2015 Watermelon Mountain Web Marketing 58 Exercise Break into teams of two Review the marketing problem in your packet Define your target audience Select 4 offline and 4 online marketing techniques to achieve your marketing objective

© 2015 Watermelon Mountain Web Marketing 59 What You Can Accomplish With Advertising Find a targeted audience Integrate with and enhance other advertising offline: use your domain name and landing pages on radio, print, tv, packaging online: drive traffic to your website, blog, or social media presence Achieve synergy with other online activities (web, social media, blog, newsletters)

© 2015 Watermelon Mountain Web Marketing 60 Spending By Online Ad Type

© 2015 Watermelon Mountain Web Marketing 61 Print Advertising >

© 2015 Watermelon Mountain Web Marketing 62 Print Display Ads > Banner Ads

© 2015 Watermelon Mountain Web Marketing 63 Classifieds > PPC Ads

© 2015 Watermelon Mountain Web Marketing 64 Assessing Success: Google Analytics

© 2015 Watermelon Mountain Web Marketing 65 Jan Zimmerman Watermelon Mountain Web Marketing (505) watermelonweb.com/resources Resources