Pre Conference Workshop: Overhaul Your Marketing Strategy

1
Pre Conference Workshop Overhaul Your Marketing
Strategy
Presented by Brad Kleinman, David Toth and Jeremy
Borger of WorkSmart Integrated Marketing www.WorkS
martIM.com
2
Pre Conference Agenda

• Part 1 Traditional Marketing
• The Four Ps
• Market Research
• Strategic Partnerships
• Print Collateral
• Press Releases and Media Relations
• Networking events
• Part 2 eMarketing
• Website
• Email Marketing
• Search Marketing
• Social Media
• Part 3 Question and Answer

3
Part 1
Part 1
Traditional Marketing

• Traditional marketing

4
Creating a Marketing System
5
The Four Ps
6
Market Research
7
Strategic Partnership Strategy

• Why to build relationships
• How to build relationships
• Mutual expectations
• Organizations to partner with

8
Print Collateral
9
Your Media Kit Duct Tape Marketing

• Your Case Statement
• Your Difference Summary
• Your Ideal Client/Customer Description
• Your Marketing Story
• Your Product/Service Offerings
• Case Studies
• Testimonials
• Client List
• Processes and Checklists
• Articles

10
Print Collateral
11
Media Relations

• Develop relationships with the media
• Whats press-worthy?
• New program launches
• Conference announcements / keynote speakers
• Success stories of clients
• What to include in a press release
• Quotes from program representatives
• Statistics
• Who/What/Where/When/Why
• Online Dissemination

12
Its all about networking
13
Part 2
Online Marketing
14
Creating a Marketing System
15
Interesting Website Statistics

• 80 of users scan pages instead of reading
  word-by-word
• Only 10 of users scroll below the fold
• You only have 10-15 seconds to convince visitors
  to stay

16
Your Website

• Layout and design
• Capturing their attention
• Utilizing social media
• Getting them to come back
• Optimizing for conversion
• Having a call to action
• Gathering their email address
• Using Google analytics to monitor success

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Website Must-Haves

• Call to action
• Formatting
• Easy navigation
• Strong headlines
• Enticing copy
• Up-to-date info

• Quick load time
• Tell your story
• Contact info
• Contact form
• No pop ups
• No frames

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The F-Pattern
19
Copywriting Make it Scannable
http//www.useit.com/alertbox/9710a.html
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Capture Attention Immediately
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Capture Attention Immediately

• Engaging content
• Strong poignant messaging
• Impactful imagery
• Educational slideshow
• Engaging video

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Copywriting Make it Scannable
http//www.useit.com/alertbox/9710a.html
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Have a call-to-action

• Potential calls-to-action
• Click here to learn more about
• Forward and backwards buttons
• Take a survey
• Watch a video

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Call to action Buttons

• Color
• Location
• Language
• Size
• Margins

http//www.leemunroe.com/web-design-trends-call-to
-action-signup-download-buttons/
25
Google Analytics Tracking Success
26
Track Social Media Referrals
27
Setting up your website
28
Embedding the code into your site
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5 Important Metrics
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Goals Overview
31
Setting Up Goals
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Goal Settings
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Defining Funnel
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The Goal Funnel
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Use Google Website Optimizer
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Your Email Campaign

• Planning
• Developing a strategy
• Campaigns
• Design, layout, and content
• Getting through the spam filters
• Increasing click-through
• Optimizing campaigns
• Tracking and Follow-up
• Easing the pain

37
Your Email Strategy

• Get to know your customers (market research)
• Content versus promotion
• Leverage contributors
• How will you connect email to offline techniques?

38
Choosing Your Provider

• Multiple providers out there!
• Constant Contact
• iContact
• MailChimp
• OnMarketer
• Vertical Response

39
Building Your List

• Sign up forms throughout your website
• W I I F M ?
• Beware of too many form fields
• More form fields less likely to fill out
• Ask for email when students are signing up
• Make it a requirement
• Networking Networking Networking
• Ask when you receive their business card

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Email Design, Content and Layout

• Focus on content not promotion
• 80/20
• Make sure there is a clear call-to-action
• Above the fold (above the scroll)
• Use click here and bright colors sparingly
• Alerts spam filters (run spam checker)
• Take advantage of the F pattern
• Use headlines and a columned layout

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Segmenting Your Lists
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Email Campaigns

• Monthly email newsletter
• Multiple segments
• Targeted email blasts
• New products, upcoming events and webinars
• Auto-responders
• What do they get when they sign up?
• Drip campaigns
• What they receive over a period of time

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The Subject

• Study of Best and Worst Open Rates from
  MailChimp.com

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Examples of Awesome Newsletters
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Examples of Awesome Newsletters
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Examples of Awesome Newsletters
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Tracking Results

• How do you measure success?
• CTR (Click through rate)
• OR (Open rate)
• Conversions
• Subscriber list growth

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Tracking Results
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Use Split Testing
50
Connect to Google Analytics
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Easing the pain

• Calendarize Calendarize Calendarize
• Place monthly blast campaigns in your group
  calendar
• Assign topics to team members
• Focus on content not promotion
• Leverage your community
• Have them write blog posts, and use email blasts
  as blurbs

52
Some Search Statistics

• 7.3 billion searches conducted monthly in US
• Search engines organize and prioritize the 5.5
  billion web pages that compete for the Internet
  users attention.
• 85 of Internet users use search engines

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How we search
How many words we search with
of results viewed before click
-- iProspect, 2006
-- HitWise, 2006
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Organic VS Paid Search
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SEO VS PPC
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To Succeed with PPC

• Research keywords
• Traffic and competition
• Segment your market
• Create landing pages
• Track campaign success
• Test, Test, Test

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eMarketing Best Practices SEM

• Use title tags
• Key in to your keywords
• Inbound links!

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On-page SEO

• Title Tags
• Meta Tags
• H1/H2 tags
• Alt tags
• Deep links
• Clean code
• No frames

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On-page SEO

• Title Tags
• Meta Tags
• H1/H2 tags
• Alt tags
• Deep links
• Clean code
• No frames

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Tools for SEO Website Grader
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General SEO Tips
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Budget Line Increases VS Decreases
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Significant Barriers to Adoption
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What is Web 2.0?
65
The Technology The tools
66
Introduction to YouTube
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Uploading to YouTube
68
Introduction to Twitter
69
Twitter Basics (Twasics)

• _at_ Replies
• Direct messages
• Retweeting
• TinyURLS

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Growing Your Followers
71
Facebook The Social Network
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Facebook Stats

• General Growth
• More than 300 million active users
• More than 150 million users log on at each day
• More than 2/3rds of users are outside of college
• Fastest growing demographic is 35 years old
• About 70 of Facebook users outside the US

From Facebook.com
73
Facebook Demographics
InsideFacebook.com
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Facebook Demographic Growth
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Getting Started

• Optimize your profile
• Basic info
• Personal info
• Contact info
• Education and work
• Privacy Settings

76
Facebook Share
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Facebook Connect
78
Facebook Public Profiles
79
Part 3
Question Answer
80
Pre Conference Workshop Overhaul Your Marketing
Strategy
Presented by Brad Kleinman, David Toth and Jeremy
Borger of WorkSmart Integrated Marketing www.WorkS
martIM.com